Optimizing food delivery sustainability: the roles of nudging and choice architecture in promoting carbon-free delivery and reusable containers

Purpose This research aims to explore how choice architecture principles – such as default settings (opt-in vs opt-out), structuring complex choices (information processing mode) and incentives (rewards) – along with the emotional factor of anticipated guilt influence and promote sustainable consumer behavior in the context of food delivery apps. Design/methodology/approach Two experimental studies used a 2 × 2 × 2 factorial design to examine the impact of three choice architecture nudges on eco-friendly choices, focusing on carbon-free delivery options (Study 1) and reusable food containers (Study 2). In Study 2, the moderating role of anticipated guilt was further examined in the effect of default settings. Findings The findings highlighted the synergistic effects of three choice architecture elements. When combined, the elements create a strong synergy that enhances consumer engagement with eco-friendly choices by maximizing the power of nudging. Incentives are a dominant initial influence in driving sustainable behaviors, demonstrating that rewards can outweigh the effects of defaults and information processing modes. The findings emphasize the enduring role of default settings and anticipated guilt in maintaining sustainable behaviors, leading consumers to more actively choose sustainable options to mitigate their emotional discomfort. Originality/value This research extends the application of choice architecture to sustainability in food delivery apps. It emphasizes the transient nature of incentives and the long-term efficacy of defaults, particularly when combined with emotional triggers like anticipated guilt, offering a novel approach to sustaining pro-environmental behaviors.