Nudging Elderly Consumers Toward Sustainable Last-Mile Delivery Choices

This paper delves into the nuanced impact of nudging techniques on sustainable consumption preferences among different age groups in the context of online shopping. Analyzing a randomized control trial with four distinct treatments, this explorative investigation reveals elderly consumers respond significantly only to a preselected click-and-collect nudging treatment, displaying non-significant changing behavior to information-based nudges. We postulate that decision-making fatigue, exacerbated by low internet literacy among the elderly population, may underpin this disparity. The results highlight the need for further empirical investigation on the subject to provide tailored nudging strategies fostering sustainable choices across diverse age demographics, recognizing the importance of individualized approaches based on generational characteristics.