Green UX: An Innovative Approach to Driving Sustainable Consumption
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Abstract
This paper presents to 1) explain the concepts and principles of Green User Experience (Green UX) design as a mechanism to foster sustainable consumption behavior among digital consumers, 2) develop design approaches for Green UX by integrating the Theory of Planned Behavior (TPB), Nudge Theory, and Digital Habit formation with digital technologies, and 3) establish practical guidelines and measurable indicators for evaluating environmental impacts, consumer behavior, and business performance through case analysis. The study analyzes psychological and social frameworks to inform UX design that motivates environmental intentions and translates them into sustainable behavioral practices. It further proposes concrete strategies such as implementing Eco-Feedback Dashboards, reducing cognitive load, and applying artificial intelligence to continuously enhance user experience. Performance indicators are defined across environmental, behavioral, and business dimensions. Case studies, including Google and eBay, are used to demonstrate the potential and outcomes of Green UX in transforming consumer behavior and creating sustainable value. The findings indicate that technology-driven Green UX design, when aligned with consumer behavioral insights and integrated with corporate strategies, can serve as a catalyst for advancing digital business toward long-term sustainability.
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