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

IF 4 2区管理学 Q2 BUSINESS

Marketing Science Pub Date : 2024-08-08 DOI:10.1287/mksc.2022.0393

Moritz von Zahn, Kevin Bauer, Cristina A. Mihale-Wilson, Johanna Jagow, Max Speicher, Oliver Hinz

引用次数: 0

Abstract

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

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智能绿色引导：通过数字足迹和因果机器学习降低产品退货率

本文对基于因果机器学习的个性化绿色引导进行了实证研究，以减少电子商务中的消费者退货。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Marketing Science BUSINESS-

CiteScore

8.60

自引率

10.00%

发文量

期刊介绍： Marketing Science is a publication of the Institute for Operations Research and the Management Sciences (INFORMS) publication (SSCI indexed). We invite authors to submit for peer review their best marketing-oriented research. We accept many types of manuscripts. Please consider us as an author-friendly outlet for your research. We are THE premier journal focusing on empirical and theoretical quantitative research in marketing. Marketing Science promises to provide constructive, fair, and timely reviews with the goal of identifying the best submissions for publication. Topics covered in Marketing Science include the following: -Advertising- Buyer Behavior- Channels- Competitive Strategy- Forecasting- Marketing Research- New Product Development- Pricing and Promotions- Sales Force Management- Segmentation- Services Marketing- Targetability.

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