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Do verbal and visual nudges influence consumers’ choice for sustainable fashion?

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  • Irene Roozen
  • Mariet Raedts
  • Laura Meijburg

Abstract

The fashion industry is one of the largest polluters of the world. The exploitation of resources for the ever-changing trends in fashion puts tremendous pressure on the environment. The literature shows that nudging could be an encouraging tool to promote pro-environmental behavior. The aim of this study was to investigate whether nudging can influence consumers’ choice towards sustainable fashion.We examined if a verbal or visual nudge on a retailer’s website can significantly influence consumers’ (sustainable) fashion choice. Data was collected by an online survey. Respondents (N = 288) were randomly divided into three experimental conditions, i.e. verbal nudge, visual nudge or control group (no nudge). The findings showed a significant positive influence of the verbal nudge and, to a lesser extent, of the visual nudge on choosing the sustainable version of the apparel. The nudges also positively influenced the willingness to pay for the sustainable apparel. This suggests that nudging is a promising tool to direct consumers to a more sustainable fashion choice. Furthermore, the results showed that respondents with a relatively high score on ecological conscious consumer behavior and a relatively low score on fashion involvement are significant more likely to choose the sustainable apparel.

Suggested Citation

  • Irene Roozen & Mariet Raedts & Laura Meijburg, 2021. "Do verbal and visual nudges influence consumers’ choice for sustainable fashion?," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 12(4), pages 327-342, October.
    • Handle: RePEc:taf:rgfmxx:v:12:y:2021:i:4:p:327-342
    DOI: 10.1080/20932685.2021.1930096
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    Cited by:

    1. Birgit Teufer & Sonja Grabner‐Kräuter, 2023. "How consumer networks contribute to sustainable mindful consumption and well‐being," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(2), pages 757-784, April.
    2. Michela Balconi & Carlotta Acconito & Katia Rovelli & Laura Angioletti, 2023. "Influence of and Resistance to Nudge Decision-Making in Professionals," Sustainability, MDPI, vol. 15(19), pages 1-17, October.

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