How can sustainable consumption be effectively promoted in the digital sphere? This question was addressed by Marlene Münsch, Dr. Jana Diels, Hannah Horschke, and Prof. Dr. Christian Thorun in a book chapter for the anthology The Elgar Companion to Consumer Behaviour and the Sustainable Development Goals.
Under the title “Same same, but sustainable: the impact of digital recommendations on sustainable fashion consumption”, the chapter examines how digital product recommendations influence sustainable consumption behavior in online shopping. An online experiment with over 2,000 participants tested the effects of recommendations in a simulated online shop. Sustainability labels and generic cues (e.g., color design or claims) were combined. The results show: recommendations paired with credible sustainability cues increase the likelihood that consumers choose more environmentally friendly alternatives. At the same time, strong environmental awareness positively influences sustainable decisions, while high environmental knowledge leads to a more critical evaluation of general sustainability claims.
The anthology highlights various focal points as part of a reassessment of the 17 Sustainable Development Goals (SDGs) – including sustainable consumption and the potentials of digital transformation.
You can find the chapter here.
You can find the anthology here.
Further results from the research project ZuSiNa are available in our online guide.