Abstract Summary/Description
This research develops a conceptual framework to explore the role of green nudging in online peer-to-peer (P2P) secondhand marketplaces, where economic motivations and environmental values frequently intersect. As these platforms grow, facilitating the reuse of goods and promoting sustainability, a critical challenge arises: how to align user behavior with sustainable practices without compromising economic benefits. Drawing on behavioral economics, this study examines how green nudges—subtle cues such as information disclosure, social norms, and guilt—can influence both buyers and sellers to prioritize environmental outcomes in their transactions. Through an experimental design, the research investigates how various nudging strategies impact user behaviors, particularly their pricing decisions and recognition of the environmental benefits of secondhand goods. The study posits that green nudges can motivate sellers to adjust prices in favor of sustainability while encouraging buyers to accept higher prices for eco-friendly products. The moderating roles of user characteristics, such as intrinsic economic and environmental values, and the mediating effect of perceived environmental benefits are also explored. By providing actionable insights into how to craft effective nudging strategies, this research contributes to the broader discourse on digital sustainability and sustainable innovations. The findings are expected to inform platform designers and policymakers on how to balance economic efficiency with environmental goals in digital marketplaces, ultimately fostering a more sustainable digital economy. This study aligns with the conference theme of promoting sustainability and addressing environmental challenges through innovative approaches.
