Avoiding cognitive dissonance: Experimental evidence on sustainable online shopping

Cognitive dissonance may arise from the inconsistency between an individual's behavior and her self-image. We investigate whether the provision of information that induces cognitive dissonance can increase sustainable consumption, and specifically whether individuals avoid cognitive dissonance by (a) a change in behavior to comply with own attitudes and by (b) two types of self-deception: the denial of attitudes and the denial of knowledge about the criticism of conventional online shopping. To this end, we develop a rational choice model and embed an incentivized discrete-choice task in a large-scale survey conducted in Germany in 2021, with the choice being between a voucher for either a conventional or a sustainable online market place. In an experimental setting, we aim to induce cognitive dissonance by either randomly reminding participants of their previously stated attitudes towards sustainable production or by informing them about the typical criticism of conventional online shopping. Results indicate that individuals adapt their behavior after having received the reminder of their stated attitudes and the criticism about conventional online shopping. Yet, participants do not deceive themselves by aligning their attitudes with their behavior or by denying to have been aware of the criticism.