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Green Nudging Im E-Commerce: Wie Sie Nachhaltige Kaufentscheidungen Im Onlinehandel Fördern by Tamara Ebner

Green Nudging Im E-Commerce: Wie Sie Nachhaltige Kaufentscheidungen Im Onlinehandel Fördern

by Tamara Ebner , Julian Sauer , Sarah Spitzer
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Book cover type: Paperback
  • ISBN13: 9783658393663
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Publication Date:
  • Pages: 100
  • Original Price: EUR 42.05
  • Language: German
  • Edition: 1. Aufl. 2022
  • Item Weight: 146 grams
  • BISAC Subject(s): E-Commerce / Online Trading

Dieses Buch bietet einen Einstieg in die Entwicklung und Herausforderungen des nachhaltigen Konsumverhaltens im E-Commerce und zeigt auf, wie mittels Nudging im Onlinehandel bewusster Konsum gefördert werden kann. In den letzten Jahren hat sich ein gesteigertes Interesse an Nachhaltigkeit entwickelt und eine Vielzahl an Konsument: innen äu ert die Absicht, bei Kaufentscheidungen vornehmlich ökologischen und sozialen Aspekten mehr Gewicht einzuräumen. In der Praxis lässt sich hingegen häufig beobachten, dass diese Absichten nicht in tatsächliche Handlungen überführt werden. Insbesondere im E-Commerce verleitet das komplexe und vielfältige Angebot dazu, einfache statt bewusste Entscheidungen zu treffen. Digital Green Nudges setzen hier an und können als "Anstupser" verstanden werden, bei Konsument: innen Verhaltensänderungen zugunsten eines bewussten, ökologischen Konsums zu erwirken. Die Autor: innen liefern einen Überblick der verschiedenen Ausprägungen von Nudging im Allgemeinen und zeigen anhand von Praxisbeispielen auf, wie diese speziell auf den nachhaltigen Onlinehandel übertragen werden können. Der vorgestellte Handlungsleitfaden sowie die Evaluierung des Nudging-Konzepts helfen Onlinehändler: innen, selbst Digital Green Nudges zu konzipieren und deren Einsatz zielorientiert zu gestalten.

Tamara Ebner ist wissenschaftliche Mitarbeiterin im Studiengang Online-Medien-Management an der Hochschule der Medien. Ihre Lehr- und Forschungsaktivitäten liegen in den Themenfeldern Online-Marketing sowie digitale Geschäftsmodelle und Strategien - in Sonderheit für den nachhaltigen Handel.
Julian Sauer studierte Online-Medien-Management an der Hochschule der Medien und ist E-Commerce-Manager in der FMCG-Branche. Im Rahmen seiner Bachelorarbeit untersuchte er 2021 die Eignung, Potenziale und Wirkungsweisen von Green Nudging im Online-Handel.

Prof. Dr. Sarah Spitzer ist Professorin mit Schwerpunkt Marketing und Online-Marketing im Studiengang Online-Medien-Management an der Hochschule der Medien. Seit einigen Jahren forscht sie zum Schwerpunkt Nachhaltigkeit im Handel und ist Mitbegründerin und Institutsleiterin des Sustainable Media Institute.

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