ALGORITHMIC NUDGING FOR SUSTAINABILITY IN E-COMMERCE: CONCEPTUAL FRAMEWORK AND RESEARCH AGENDA

Abstract

This paper synthesizes relevant research fields that build the conceptual foundation of algorithmic nudging specifically for sustainability in e-commerce. The carbon footprint of e-commerce can be reduced by encouraging consumers to engage in more sustainable consumer behaviour with regards to products, packaging, delivery options, and returns. Such behaviour can be steered by employing different nudging techniques along the digital customer journey. The use of artificial intelligence can increase the effectiveness of digital nudges by tailoring them to specific individual contexts. In this article, we propose a conceptual framework for the application of algorithmic nudging to increase sustainability in e-commerce. We also derive several research avenues to spark a wide array of empirical studies to move forward this emerging topic.