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Product returns in online fashion shopping pose significant environmental challenges. However, the frequency of clothing returns has increased, potentially intensifying climate change. To address this issue, behavioral interventions, such as digital nudging, hold promise for guiding consumers toward more environmentally friendly choices. Conducting an online experiment with 352 participants, we aimed to investigate the influence of DNs, such as default, social norm, graphical, incentive, and framing on consumers’ pro-environmental and purchase-usage related behavior. Moreover, drawing on goal framing theory, a second online experiment with 246 participants examines the mediating influence of consumers’ goal motivations. Our findings demonstrate that digital nudging effectively encourage pro-environmental behavior in fashion online shopping. Additionally, the study reveals the critical role of hedonic, normative and gain goal frames in shaping pro-environmental attitudes.
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