University of Twente Student Theses
Choosing with awe : exploring the influence of awe-eliciting environmental nudging and organic shopping trait on sustainable choices in an online shopping context
Panzer, Nele (2023) Choosing with awe : exploring the influence of awe-eliciting environmental nudging and organic shopping trait on sustainable choices in an online shopping context.
|
PDF
2MB |
| Abstract: | Addressing the differences between attitude and actual behavior regarding environmental sustainability is becoming more urgent as climate change is progressing. As nudging strategies have been shown to influence consumers’ subconscious decision-making and therefore suggesting potential to overcome this discrepancy, this study explores the effect of awe-eliciting environmental nudging on sustainable behavior in an online shopping context. A quantitative survey with a fictional shopping task was used with the independent factors being the environmental nudge and the organic shopping levels of participants, making up a 3x2 experimental design (nature-based low-awe vs. high-awe vs. control condition x organic vs. non-organic shopper). Outcome variables included sustainable choices and pro-environmental behavioral intention among others, and nature connectedness was included as covariate. Results concluded significant effects of nature connectedness, as well as some (marginally) significant effects of the organic shopper factor. A manipulation check confirmed the effect of the awe manipulation, but the condition factor failed to have any significant effect on any of the constructs except sustainable product choices. This study highlights the limits of feelings of awe translating into actual choices and emphasizes the need to adjust the set-up of future research to explore how awe can be used to influence sustainable behavior. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/96581 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
Show download statistics for this publication
Show download statistics for this publicationRepository Staff Only: item control page