Biases and heuristics in chatbot enabled everyday fashion rental in the UK

<b>Purpose</b>: This research presents a novel theoretical framework by examining chatbots in an under-explored context of everyday clothing rental. We apply an interdisciplinary lens, behavioural economics theory, nudge theory and choice architecture, to a marketing exploration, to simplify consumers’ decision-making.<br/><br/><b>Design/Methodology/Approach</b>: Three focus groups and 28 interviews were conducted with UK consumers across two qualitative phases. <br/><br/><b>Findings</b>: As shown in Figure 2, identifying rental barriers and drivers led to the development of four digital, four green nudges, boosts, and sludges. This choice architecture is specifically designed to steer consumer behaviour toward everyday renting. <br/><br/><b>Practical implications</b>: This study provides managerial implications for circular and non-profit companies by leveraging green and digital nudges to enhance choice architecture and consumer footfall. Policy implications suggest reforms for UK consumer laws, specifically proposing a 'consumer warrant' to enforce sustainability transparency.<br/><br/><b>Originality/Value</b>: This paper offers novel insights into using nudge theory to shape consumer heuristics and decisions regarding everyday clothing rentals via chatbots. It introduces specific digital and green nudges designed to transform the consumer choice environment.<br/>