IRS Stephan Hankammer
Wednesday, 11 January 2017, 2:00 p.m., TIM Social Area
Nudging Customers Towards More Sustainable Choices
Progress in production and information technology has enabled great possibilities for personalized production meeting individual customer needs. An essential factor for marketing customized products effectively is the interaction between the company and its customers: the co-creation process. Notwithstanding its importance in research and practice, one major consumer trend has not been covered yet in research on co-creation: sustainable consumption. Since the amount, composition and visualization of information presented during the co-creation process of mass customized products could impact the purchase decision, the question to investigate is how customers can be nudged successfully towards more sustainable choices. In the course of this study, several consumer choice experiments are conducted with the help of a product configurator to shed light on distinct design effects of the co-creation phase.