Supercharging SHIFT: Testing Individual and Combined Nudging Principles for Sustainable Choice Across Product Categories and Consumer Segments in E-commerce

E-commerce environments offer unique capabilities to scale behavioural interventions for sustainable consumption across millions of purchase decisions daily. While recent meta-analyses have examined digital nudging effectiveness for sustainable behaviours (Beermann et al., 2024), research on sustainability message framing in e-commerce remains limited (Rita, 2022; Michels et al., 2022). This gap is particularly significant as Beermann et al.'s (2024) findings suggest considerable heterogeneity in nudging outcomes, highlighting the need for more targeted approaches and investigation around why nudges work in some contexts and not others.