Coffee and Consumerism: Analyzing the Effects of Nudge Variables to Produce Sustainable Customer Decisions

Abstract

In an effort to further understand how marketing nudges can help close the attitude-action gap around sustainable consumerism, this study uses point-of-purchase stimuli to measure behavior changes. Specifically, the study aims to understand how stimuli affect consumer decisions to ask for a for-here or to-go cup at a coffee shop. To-go cups contribute to the growing plastic crisis, a harmful throw away culture, and greenhouse gas emissions. The two experiments conducted analyze (1) the effects of social norms within the coffee shop on sustainable decision-making and (2) the effects of environmental factors, specifically concreteness and calls to action on sustainable decisionmaking. The study (N=693) finds that environmental factors are more effective in changing behavior than social norms. Within social norms, the 50% condition is the most effective due to strong believability and little diffusion of responsibility. In Experiment 2, the study finds that concreteness of messaging is more effective in creating behavior changes than calls to action. The study also finds that those who have medium levels of environmental consideration are most likely to change their behavior when presented with stimuli. This research aims to find effective methods to decrease consumer created waste at U.S. coffee in the backdrop of American coffee culture.