Same same, but sustainable: the impact of digital recommendations on sustainable fashion consumption

Marlene Münsch, Jana Diels, Hannah Horschke, Christian Thorun, Marlene Münsch, Jana Diels, Hannah Horschke, Marlene Münsch, Jana Diels, Hannah Horschke and Christian Thorun

Chapter Chapter 19 in The Elgar Companion to Consumer Behaviour and the Sustainable Development Goals, 2025, pp 317-343 from Edward Elgar Publishing

Abstract: This chapter investigates the role of digital recommendations in e-commerce in enhancing sustainable fashion consumption. Due to its environmental footprint, the fashion sector is crucial for fostering sustainable consumption. This chapter not only discusses digital choice architecture and its potential for making sustainable choices in a theoretical sense. It also summarizes the results of an empirical study. The study uses a 2 x 2 between-subject design with the factors certified cues and generic cues to examine how different types of digital recommendations affect purchase intention for a black sweater in an online shop setting. Results indicate that recommendations with sustainability cues significantly sway consumer preferences towards a sustainable alternative. The analysis also considers how environmental awareness and knowledge influence the effect of sustainability cues differently. Ultimately, the chapter underscores the crucial role of digital platforms for sustainability in the fashion industry.

Keywords: Digital recommendation; Sustainable consumption; Choice architecture; Fashion industry; Consumer behavior; Sustainability cues (search for similar items in EconPapers)
Date: 2025
ISBN: 9781035325054
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