Nudging sustainable fashion : how behavioural economics influence consumers pro-environmental clothing shopping online

Abstract

This study analyzes how informational nudge marketing tools applied in fashion e-commerce are viewed from the consumer’s perspective. Additionally, it investigates how pre-existing environmental awareness influences the effectiveness of such a communication tool in promoting sustainable fashion choices over fast fashion. The literature discusses the use of behavioural sciences applied to increase sustainable consumption and its potential to decrease harmful consumer behaviour in the field of fashion. The study adopted a qualitative approach that included a semi-structured focus group that allowed 14 participants to reflect on their thoughts regarding sustainability and textual and visual nudging methods. The focus group used open-ended questions to understand how individuals perceive the use of visual and textual nudging while shopping for garments online through generated example images. Moreover, the questions analyzed how consumers understand the current environmental impact of the fashion industry in order to see if there is a connection between environmental awareness and the effect of pro-environmental nudges. The findings are thematically analyzed to reveal how the individuals find that informational nudge marketing tools can influence their fashion purchases. The research finds that participants believe that informational nudges can impact their purchasing choices. However, finances and trendiness significantly influence fashion purchases, implying that garment purchases are a more conscious behaviour that influences the extent to which pro-environmental nudges can be effective. To conclude, the study expresses suggestions for further research, the study’s limitations and advice on future market implementation. Organizations aiming to include nudging tools to promote sustainable fashion should assess whether they utilize visual or textual tools depending on their house style aesthetic and customer preference. Moreover, the overt use of nudging tools such as reminders can result in overstimulation and customer annoyance, so nudging should be used with caution.