Concepedia

Smart Green Nudging: Reducing Product Returns Through Digital Footprints and Causal Machine Learning

Moritz von Zahn, Kevin Bauer, Cristina Mihale-Wilson, Johanna Jagow, Maximilian Speicher, Oliver Hinz

Marketing Science · 2024 · 22 citations · 61 references

Concepts

ManagementMarketingMarketing ManagementCausal InferenceDigital MarketingMachine LearningCausal DiscoveryCause-and-effect LinkagesConsumer TheoryDigital MerchandisingGreen Product DevelopmentGreen PurchasingCausal Machine LearningConsumer FootprintsConsumer Returns BehaviorGreen Product AttributesProduct Returns Management

Abstract

This paper empirically investigates the use of personalized green nudging based on causal machine learning to reduce consumer returns in e-commerce.

References

61

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