Exploring Digital Social Norms Nudges in E-Grocery: Typical Consumer Testimonials with a Warm Glow

Phillip Gottschewski-Meyer (), Nicole Lüddemann (), Marvin Auf Landwehr () and Christoph Viebahn ()
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Phillip Gottschewski-Meyer: Hochschule Hannover
Nicole Lüddemann: Hochschule Hannover
Marvin Auf Landwehr: Hochschule Hannover
Christoph Viebahn: Hochschule Hannover

A chapter in Conceptualizing Digital Responsibility for the Information Age, 2025, pp 231-249 from Springer

Abstract: Abstract Digitization offers several possibilities to alter consumer decisions to support social concerns. The objective of this study is to examine the impact of personalized digital social norm nudges on consumer decisions enriched with the theory of warm glow on e-grocery buying decisions with the aim of supporting social projects. Specific pro-social behaviors targeted were supporting fair payment of the producers of grocery goods, social inclusion projects and initiatives against poverty by deciding for a specific choice option. A between-subjects experiment was performed with the help of a questionnaire using a mock-up mobile grocery store to measure product choices. Results showed that claims supporting pro-social initiatives have a significant impact on buying decisions. Perceived product recommendation influenced our model positively, while we had a negative price impact. The study suggests that warm glow theory and enriched social norm nudges are effective tools for behavior change towards social initiatives.

Keywords: Digital nudging; Social justice; Warm glow; E-grocery (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-3-031-80119-8_15

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