As more and more people are buying more and more items online, limiting the ecological footprint of e-commerce deliveries is pressing. Research suggests several initiatives for retailers and logistics service providers to take, but consumer-involvement is key. This research investigates how to encourage consumers’ sustainable decision-making in the web-shop’s check-out page by using non-financial incentives only. To this end, we carry out an online experiment among Belgian consumers to assess and compare the impact of four incentives: (1) information, (2) options order, (3) social media share and (4) social norm. The experiment demonstrates that providing information on the ecological footprint of delivery options is the most decisive incentive. The impact of social media shares and social norms are positive, while reversing the order of delivery options has limited effects. This research highlights the potential of consumer behaviour in enhancing sustainability and encourages further exploration of this topic.

随着越来越多的人在网上购买越来越多的商品，限制电子商务交付的生态足迹变得迫在眉睫。研究表明，零售商和物流服务提供商可以采取一些举措，但是让消费者参与是关键。这项研究调查了如何仅通过使用非财务激励措施来鼓励消费者在网店结帐页面中做出可持续的决策。为此，我们在比利时消费者中进行了在线实验，以评估和比较以下四种激励措施的影响：（1）信息，（2）期权顺序，（3）社交媒体共享和（4）社交规范。实验表明，提供有关交付方案生态足迹的信息是最决定性的动机。社交媒体份额和社交规范的影响是积极的，而颠倒交付选项的顺序效果有限。这项研究突出了消费者行为在增强可持续性方面的潜力，并鼓励对该主题进行进一步的探索。