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2702. Green Shopping Online: Boosting Eco-Friendly Choices Through Integrated Product Strategies
Invited abstract in session TC-53: Sustainability in Consumer Systems & Industry, stream Sustainable and Resilient Systems.
Tuesday, 12:30-14:00Room: 8007 (building: 202)
Authors (first author is the speaker)
| 1. | Raziyeh Reza-Gharehbagh
|
| Supply Chain & Management Digital, EM Normandie Business School |
Abstract
This study presents a novel approach to online retail sustainability, embedding eco-labeled products alongside conventional offerings to stimulate sustainable consumer behavior. Inspired by the EU eco-label strategy, our framework aims to empower consumers while promoting sustainable purchasing decisions. We examine the nexus between consumer utility, environmental awareness, and online retailers’ marketing efforts, strategically enhancing the visibility of eco-labeled products. Central to our analysis is the certification landscape, where retailers navigate between developing their own certifications and utilizing external standards. Employing game theory, we analyze retailers' optimal strategies under different certification policies. This research not only introduces a new paradigm in online retail sustainability but also provides strategic insights crucial for future sustainability initiatives in the digital marketplace.
Keywords
- E-Commerce
- Game Theory
- Supply Chain Management
Status: accepted
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