Effects of Default Option and Lateral Presentation on Consumer Choice of the Sustainable Option in an Online Choice Task

• Main Authors: Gerrit Antonides, Michelle Welvaarts
• Format: Article
• Language: English
• Published: MDPI AG 2020-07-01
• Series: Sustainability
• Subjects: sustainable choice; online purchase; default option; left–right presentation
• Online Access: https://www.mdpi.com/2071-1050/12/13/5484

In order to reduce the environmental impact of products, sustainability must be improved in many industries. One way to accomplish this aim is to influence consumers by means of nudging in order to choose more sustainable products in online choices. We investigated whether the lateral presentation of products from left to right or from right to left, along with using a status quo default option, influence sustainable choices of make-up products. A pilot study has been conducted in order to obtain background information on make-up choices. Next, an online, quantitative experiment has been conducted in which 330 women together made 1094 hypothetical make-up product choices. Making the sustainable option the default resulted in more sustainable choices than making unsustainable products the default. The left–right versus right–left presentation of products did not significantly influence consumer choices. Furthermore, higher educated people and those finding sustainability important relatively often chose a sustainable make-up product. People frequently wearing make-up and those finding a low price important relatively often chose an unsustainable make-up product. Our experiment suggests that making sustainable products the default choice makes a sustainable choice about 8% more likely than making unsustainable products the default choice.