Testing the Impact of Overt and Covert Ordering Interventions on Sustainable Consumption Choices: A Randomised Controlled Trial

The production, distribution, and disposal of food contribute substantially to environmental degradation, prompting policy interest in interventions that encourage more sustainable diets. As online grocery shopping represents a growing share of food purchasing in the UK, understanding how digital choice environments influence consumer behaviour is increasingly important. This study examined whether ordering products by carbon footprint in an online supermarket can shift consumer choices towards more environmentally sustainable options, and whether effects differ when such ordering is communicated overtly or applied covertly.