TY - GEN
T1 - Nudging Elderly Consumers Toward Sustainable Last-Mile Delivery Choices
AU - Ballerini, Jacopo
AU - Ferraris, Alberto
AU - Pera, Rebecca
N1 - Conference code: 5
PY - 2024
Y1 - 2024
N2 - This paper delves into the nuanced impact of nudging techniques on sustainable consumption preferences among different age groups in the context of online shopping. Analyzing a randomized control trial with four distinct treatments, this explorative investigation reveals elderly consumers respond significantly only to a preselected click-and-collect nudging treatment, displaying non-significant changing behavior to information-based nudges. We postulate that decision-making fatigue, exacerbated by low internet literacy among the elderly population, may underpin this disparity. The results highlight the need for further empirical investigation on the subject to provide tailored nudging strategies fostering sustainable choices across diverse age demographics, recognizing the importance of individualized approaches based on generational characteristics.
AB - This paper delves into the nuanced impact of nudging techniques on sustainable consumption preferences among different age groups in the context of online shopping. Analyzing a randomized control trial with four distinct treatments, this explorative investigation reveals elderly consumers respond significantly only to a preselected click-and-collect nudging treatment, displaying non-significant changing behavior to information-based nudges. We postulate that decision-making fatigue, exacerbated by low internet literacy among the elderly population, may underpin this disparity. The results highlight the need for further empirical investigation on the subject to provide tailored nudging strategies fostering sustainable choices across diverse age demographics, recognizing the importance of individualized approaches based on generational characteristics.
UR - https://www.scopus.com/pages/publications/85199495464
UR - https://www.scopus.com/inward/citedby.url?scp=85199495464&partnerID=8YFLogxK
U2 - 10.1007/978-3-031-62135-2_28
DO - 10.1007/978-3-031-62135-2_28
M3 - Conference contribution
SN - 9783031621345
SN - 9783031621376
T3 - Springer Proceedings in Business and Economics
SP - 294
EP - 299
BT - Advances in Digital Marketing and eCommerce
A2 - Martínez-López, Francisco J.
A2 - Martinez, Luis F.
A2 - Brüggemann, Philipp
PB - Springer
T2 - Digital Marketing and eCommerce Conference
Y2 - 25 June 2024 through 28 June 2024
ER -
