PhD research student
Thesis title: Closing the Attitude-Behaviour Gap: An Examination of the Effects of Choice Architecture in Online Grocery Shopping
PhD start date: September 2024
Supervisors: Associate Professor Leah Watkins, Dr John Williams, Associate Professor Carl Driesener (University of South Australia)
Email an.nguyen@postgrad.otago.ac.nz
Research summary
My research investigates how choice architecture can help bridge the attitude-behaviour gap in sustainable consumption, particularly in online grocery shopping. Although many consumers claim to support sustainable consumption, their actual purchasing behaviour often misaligns, especially in habitual, low-involvement categories like daily food groceries. Drawing on the Attitude-Behaviour-Context (ABC) model, this research explores how contextual changes—specifically, a choice architecture intervention—can nudge consumers towards more sustainable choices and positively influence their perceptions of retailer sustainability.
Research interests
- Choice experiment
- Consumer decision making
- Low-involvement purchase
- Retail design and strategy
- Sustainable consumption
- Food consumption