Digital nudging : En studie om hur nudging påverkar konsumentbeteende vid köp av dagligvaror online

Sammanfattning: Nudging is a relatively new phenomenon that has become increasingly popular at both corporate and social levels. A nudge can affect people to make better decisions that benefit both themselves and society as a whole. Previous research has focused on how nudging should be used in physical environments, however, how nudging should be designed digitally is comparatively unexplored. As society is becoming more reliant on digital formats, more online decisions are taking place and some of the most common decisions online are the ones when consumers are choosing groceries. Efficiently designing digital nudging to groceries could potentially lead to improved public health and environment. The study therefore aims at creating an understanding of how consumers are affected by digital nudging when purchasing groceries online. The study also aims at investigating whether the traditional theories of nudging can be applied within a digital context. In this study, a qualitative method was used with a deductive approach. Data collection has taken place through observations where twelve respondents conducted a simulated purchase in a prototype where digital nudging was used. In addition, data collection has been carried out with interviews, which enabled an analysis of the extent to which digital nudging affected respondents at the time of purchase. One of the study’s conclusions is that consumer purchasing behaviour was affected in 12 out of 48 cases, in contact with digital nudging when buying groceries online. In these cases, digital nudging resulted in consumers were making healthier and more environmentally friendly choices. Another conclusion is that the traditional nudging theories can be applied to digital environments. However, it is harder to apply digital nudging on groceries, rather than other parts of the grocery shopping process, as habits and price perceptions are established factors when purchasing groceries. The study is of interest to system designers who develop and build IT systems, for the public who get an increased understanding of the impact of digital nudging, but also for government agencies such as the Swedish Environmental Protection Agency and the Public Health Agency, for an improved environment and public health.