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  11. The Physical Environment Matters: Room Effects On Online Purchase Decisions

The physical environment matters: room effects on online purchase decisions

Ann Eklund1, Anna Edenbrandt2, Johan Rahm1

  • 1Environmental Psychology, Department of Architecture and Built Environment, Lund University, Lund, Sweden.

Frontiers in Psychology
|July 3, 2024

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View abstract on PubMed

Summary
This summary is machine-generated.

Environmental psychology research shows that the physical environment can influence sustainable choices. A normative goal frame, specifically, was found to increase preference for sustainable textiles, highlighting the importance of context in consumer behavior.

Area of Science:

  • Environmental Psychology
  • Consumer Behavior
  • Behavioral Economics

Background:

  • Sustainability campaigns often target individual consumers to promote eco-friendly actions.
  • Understanding the psychological and contextual factors influencing sustainable choices is crucial for campaign effectiveness.

Purpose of the Study:

  • To investigate how different environmental goal frames (hedonic, gain, normative) influence consumer choices for sustainable products.
  • To determine if physical surroundings can prime specific goal frames and affect purchasing decisions.

Main Methods:

  • A discrete choice experiment was conducted with participants making hypothetical online purchases.
  • Three rooms were used to evoke hedonic, gain, and normative goal frames.
  • Participants were exposed to a sustainability campaign message before making choices, with product attributes (hedonic, gain, normative) varied.
Keywords:
choice experimentgoal framing theoryonline behaviorpriming

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Main Results:

  • A significant increase in preference for the normative attribute (e.g., organic, fairtrade) of t-shirts was observed in the normative room compared to the gain-associated room.
  • No significant effect of hedonic or gain priming rooms on consumer choice was detected.

Conclusions:

  • The physical environment can enhance goal frame activation and influence behavioral choices.
  • The effectiveness of priming effects on sustainable consumption is sensitive to the specificity of the environmental context and the message.
sustainable consumption