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Gary, J., Lu, J., Yan, F., Wang, Z., Gu, Y., Chuah, S.-C....Moreira, A. C. (2025). The subtle power of nudging: Consumer choice in ethical and sustainable retailing. Journal of Marketing Analytics. N/A

J. Gary et al.,  "The subtle power of nudging: Consumer choice in ethical and sustainable retailing", in Journal of Marketing Analytics, vol. N/A, 2025

@article{gary2025_1765115070808,
	author = "Gary, J. and Lu, J. and Yan, F. and Wang, Z. and Gu, Y. and Chuah, S.-C. and Sil, S. and Moreira, A. C.",
	title = "The subtle power of nudging: Consumer choice in ethical and sustainable retailing",
	journal = "Journal of Marketing Analytics",
	year = "2025",
	volume = "N/A",
	number = "",
	doi = "10.1057/s41270-025-00427-1",
	url = "https://link.springer.com/journal/41270"
}

TY  - JOUR
TI  - The subtle power of nudging: Consumer choice in ethical and sustainable retailing
T2  - Journal of Marketing Analytics
VL  - N/A
AU  - Gary, J.
AU  - Lu, J.
AU  - Yan, F.
AU  - Wang, Z.
AU  - Gu, Y.
AU  - Chuah, S.-C.
AU  - Sil, S.
AU  - Moreira, A. C.
PY  - 2025
SN  - 2050-3318
DO  - 10.1057/s41270-025-00427-1
UR  - https://link.springer.com/journal/41270
AB  - This study investigates how nudging mechanisms in brand cues and social interactions influence ethical and sustainable consumer behavior in religious markets. Drawing on Nudge Theory, the study proposes a dual‑pathway model to explain how formal signals (logo certification) and informal cues (peer communication) shape green consumption through identity‑driven and spiritually grounded processes. Using Bayesian Structural Equation Modeling on data from 270 Malaysian consumers, the study finds two distinct yet converging nudging effects. Logo certification enhances green behavior directly and indirectly by strengthening brand distinctiveness and prestige. Peer communication promotes Islamic practices and emotional connectedness with Allah, which in turn drives halal green behavior. The model also shows that both logo certification and peer communication have significant direct effects on green consumption intention. This research extends Nudge Theory beyond simple heuristics by incorporating emotional and identity‑based mechanisms situated within religious contexts by integrating institutional, psychological, and religious‑affective pathways. The findings provide theoretical and practical insights into how subtle, value‑aligned interventions can promote sustainable behavior without restricting consumer autonomy.
ER  -