Green Nudging: Bridging Economic and Environmental Value in Online Secondhand Market Platforms

This research develops a conceptual framework for green nudging in online peer-to-peer (P2P) secondhand marketplaces, focusing on the interplay of contingent factors such as users’ intrinsic values, perceptions of nudges, and their roles as buyers or sellers. As digital platforms for secondhand transactions grow, it is crucial to understand how to align user behavior with sustainable practices. This study examines how green nudges—subtle cues embedded in the platform—can influence behaviors by emphasizing the environmental benefits of transactions. By integrating contextual and individual factors, our model explains how nudges can reshape behaviors to promote sustainability without compromising economic incentives. The framework suggests that the effectiveness of green nudges is shaped by the dynamic interaction between user roles, economic and environmental motivations, and perceptions of the nudging strategy. This research offers valuable insights for platform designers and policymakers to encourage sustainable behaviors that align with both economic and environmental goals.