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The subtle power of nudging: consumer choice in ethical and sustainable retailing

2025-08-31Journal article Embargoed access
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dc.contributor.authorGary, Joston
dc.contributor.authorLu, Jiang
dc.contributor.authorFeng, Yan
dc.contributor.authorWang, Zihan
dc.contributor.authorGu, Yang
dc.contributor.authorChuah, Soo-Cheng
dc.contributor.authorSil, Simão
dc.contributor.authorMoreira, Antonio
dc.date.accessioned2026-01-17T15:01:43Z
dc.date.available2026-01-17T15:01:43Z
dc.date.embargo2028-12-31
dc.date.issued2025-08-31en_US
dc.date.updated2026-01-16T15:51:08Z
dc.description.abstractThis study investigates how nudging mechanisms in brand cues and social interactions influence ethical and sustainable consumer behavior in religious markets. Drawing on Nudge Theory, the study proposes a dual‑pathway model to explain how formal signals (logo certification) and informal cues (peer communication) shape green consumption through identity‑driven and spiritually grounded processes. Using Bayesian Structural Equation Modeling on data from 270 Malaysian consumers, the study finds two distinct yet converging nudging effects. Logo certification enhances green behavior directly and indirectly by strengthening brand distinctiveness and prestige. Peer communication promotes Islamic practices and emotional connectedness with Allah, which in turn drives halal green behavior. The model also shows that both logo certification and peer communication have significant direct effects on green consumption intention. This research extends Nudge Theory beyond simple heuristics by incorporating emotional and identity‑based mechanisms situated within religious contexts by integrating institutional, psychological, and religious‑affective pathways. The findings provide theoretical and practical insights into how subtle, value‑aligned interventions can promote sustainable behavior without restricting consumer autonomy.eng
dc.description.sponsorshipAcknowledgements We would like to express our gratitude to the anonymous reviewers for their efforts to improve the quality of the paper. This work was financially supported by UID/04058 - Research Unit on Governance, Competitiveness and Public Policies, financed by national funds through FCT - Foundation for Science and Technology. Funding We also appreciate the funding support from Fundação para a Ciência e a Tecnologia (Grant No. UI/BD/154682/2022) for this study.
dc.description.versioninfo:eu-repo/semantics/publishedVersion
dc.identifier.doi10.1057/s41270-025-00427-1en_US
dc.identifier.issn2050-3318en_US
dc.identifier.issn2050-3326en_US
dc.identifier.slugcv-prod-4629830
dc.identifier.urihttp://hdl.handle.net/10400.2/20960
dc.language.isoeng
dc.peerreviewedyes
dc.relationResearch Unit on Governance, Competitiveness and Public Policy
dc.relationThe impact of internal organizational environment on career success for employees in China: a view of the enterprise ownership
dc.rights.uriN/A
dc.subjectGreen consumption
dc.subjectPeer influence
dc.subjectSustainable consumption
dc.subjectEnvironmental stewardship
dc.subjectNudge theory
dc.subjectIslamic practices
dc.titleThe subtle power of nudging: consumer choice in ethical and sustainable retailingeng
dc.typejournal article
dspace.entity.typePublication
oaire.awardTitleResearch Unit on Governance, Competitiveness and Public Policy
oaire.awardTitleThe impact of internal organizational environment on career success for employees in China: a view of the enterprise ownership
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDP%2F04058%2F2020/PT
oaire.awardURIhttp://hdl.handle.net/10400.2/20959
oaire.citation.titleJournal of Marketing Analyticsen_US
oaire.fundingStream6817 - DCRRNI ID
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameMoreira
person.givenNameAntonio
person.identifier.orcid0000-0002-6613-8796
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.cv.cienciaid541F-5442-5666 | António Carrizo Moreira
rcaap.rightsembargoedAccessen_US
relation.isAuthorOfPublication51ad303d-335c-4e2f-bae3-fffffef2e2f5
relation.isAuthorOfPublication.latestForDiscovery51ad303d-335c-4e2f-bae3-fffffef2e2f5
relation.isProjectOfPublication9918a2c1-8c46-460d-9919-76f61f56ffeb
relation.isProjectOfPublication17b6656d-dad6-45f8-a42f-2bc7954340a9
relation.isProjectOfPublication.latestForDiscovery9918a2c1-8c46-460d-9919-76f61f56ffeb

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