The nudge influence on choosing sustainable options in online shopping

This dataset was collected through an online, self-administered, anonymous questionnaire conducted between September and October 2023 with Brazilian participants, as part of a master's degree research project. The research aimed to understand better the effect of different nudges on consumer behavior in an online shopping context, specifically regarding the choice of sustainable options. An experimental study tested the impact on participants’ choice of four distinct types of nudges: Default, Social Norms, Information, and Visual Salience. The results showed that Social Norms and Visual Salience nudges can significantly affect consumer behavior when it comes to promoting sustainable choices. Furthermore, it was observed that individuals with a higher level of concern about ethical consumption issues tend to be more influenced by nudges, which suggests that this factor should be considered when planning this type of intervention. Overall, the results show that nudges can be a valuable tool for promoting sustainable choices in online shopping contexts, especially when considering the profile of target consumers.

本数据集依托一项硕士学位研究项目，于2023年9月至10月间通过面向巴西参与者的线上自主填写匿名问卷采集所得。本研究旨在进一步厘清不同助推（nudges）对线上购物场景下消费者行为的影响，特别是针对可持续选项的选择行为。本实验研究测试了四类不同助推对参与者选择行为的影响，分别为默认（Default）、社会规范（Social Norms）、信息（Information）与视觉显著性（Visual Salience）。研究结果显示，社会规范与视觉显著性助推可在推广可持续选择的场景中对消费者行为产生显著影响。此外，研究发现对伦理消费议题关注度更高的个体更易受助推影响，这表明在规划此类干预措施时应将该因素纳入考量。总体而言，研究结果表明，助推可作为线上购物场景下推广可持续选择的有效工具，尤其在结合目标消费者画像开展相关工作时效果更佳。