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The Impact of Choice Architecture on Sustainable Consumer Behavior: The Role of Guilt

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Abstract

Companies often encourage consumers to engage in sustainable behaviors using their services in a more environmentally friendly or green way, such as reusing the towels in a hotel or replacing paper bank statements by electronic statements. Sometimes, the option of green service is implied as the default and consumers can opt-out, while in other cases consumers need to explicitly ask (opt-in) for switching to a green service. This research examines the effectiveness of choice architecture and particularly the different default policies—i.e., the alternative the consumer receives if he/she does not explicitly request otherwise—in engaging consumer green behavior. In four experiments, we show that the opt-out default policy is more effective than the opt-in, because it increases anticipated guilt. This effect is stronger for consumers who are less conscious for the environment (Study 1).We also show that a forced choice policy, in which the consumer is not automatically assigned to any condition and is forced to choose between the green and the non-green service option, is more effective than the opt-in policy and not significantly more effective than the opt-out policy (Study 2). Finally, we show that the role of defaults is weakened (enhanced), if a negotiated (reciprocal) cooperation strategy is used (Study 3). The article contributes to the literature of defaults and provides managerial and public policy implications for the design of green services.

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Notes

  1. We thank an anonymous reviewer for this suggestion.

  2. We thank an anonymous reviewer for this suggestion.

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Acknowledgments

The research paper is implemented within the framework of the Action « Supporting Postdoctoral Researchers » of the Operational Program “Education and Lifelong Learning” (Action’s Beneficiary: General Secretariat for Research and Technology), and is co-financed by the European Social Fund (ESF) and the Greek State.

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Authors and Affiliations

  1. Leeds University Business School, Maurice Keyworth Building, The University of Leeds, Leeds, LS2 9JT, UK

    Aristeidis Theotokis

  2. Department of Economics, Univeristy of Patras, Patra, Greece

    Emmanouela Manganari

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  1. Aristeidis Theotokis
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  2. Emmanouela Manganari
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Correspondence to Aristeidis Theotokis.

Appendices

Appendix

Sample Materials

Study 1: Opt-in condition

Study 1: Opt-out condition

Study 2a: Opt-in condition

Study 2a: Forced choice condition

Study 2a: Opt-out condition

Measures

Environmental Concern (Kilbourne et al. 2002)

I am concerned about the environment.

I buy environmentally friendly products whenever possible.

I reduce household waste whenever possible.

I use products made from recycled material whenever possible.

I buy organic food whenever possible.

Anticipated Guilt (Dahl et al. 2005)

I feel irresponsible if I don’t participate in the towel reuse program.

I feel guilty if I don’t participate in the towel reuse program.

I feel accountable about not helping to protect the environment.

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Theotokis, A., Manganari, E. The Impact of Choice Architecture on Sustainable Consumer Behavior: The Role of Guilt. J Bus Ethics 131, 423–437 (2015). https://doi.org/10.1007/s10551-014-2287-4

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