The physical environment matters: room effects on online purchase decisions.

ABSTRACT:

Introduction

People as individual consumers are regularly targeted in sustainability campaigns or communications with the hope of enhancing sustainable behavior at an individual level, with subsequent sustainability transformation at a larger societal scale. However, psychological motivation is complex and campaigns need to be based on an understanding for what individual, and contextual, factors support or hinder sustainable behavioral choices.

Methods

In a discrete choice experiment, participants made hypothetical online purchases in each of three rooms designed to evoke associations to hedonic, gain, and normative goal frames. Participants were shown a campaign message intended to prime sustainable textile consumption prior to the purchase. For each p

SUBMITTER: Eklund A 

PROVIDER: S-EPMC11217526 | biostudies-literature | 2024

REPOSITORIES: biostudies-literature