This chapter explains the concept of digital nudges, which are used to promote sustainable consumption in digitalized environments, and examines how they can be used as an effective behavioural strategy in online purchasing processes. Drawing on principles of behavioural economics in guiding digital choice processes, digital nudges guide consumer decisions through various tools such as default options, social norm messages, gamification, and personalized recommendations. In this context, the concept is explained along with its background and supported by a research. The empirical study conducted in this context has shown that both default and social norm nudges have similar impact on consumers' organic product preferences. This finding demonstrates that consumers are sensitive to both cognitively convenient interface configurations and social approval mechanisms.

The chapter further addresses the economic and ethical dimensions of digital nudging. Economically, well-designed nudges can increase demand for sustainable products, strengthen brand equity, and cultivate long-term customer loyalty.

Ethically, the chapter emphasizes the importance of transparency, user autonomy, data protection, and the avoidance of manipulations that exploit cognitive biases. These considerations are critical for ensuring that digital nudges contribute to sustainability without undermining consumer trust. Overall, the chapter illustrates that digital nudging offers a scalable, impactful, and ethically grounded framework for advancing sustainable consumption in the digital age.