Companies take their responsibilities for a sustainable planet more and more seriously. For online-retail businesses a significant share of all CO2 emissions is generated by delivering goods to their clients. Now various companies are implementing a greener logistic chain into their business processes. What is a central question for these performance driven companies in this context is whether it pays to invest in additional costs for carbon neutral delivery and if the customers appreciate

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... steps and prefer retailers that behave in this manner. We develop and perform a non reactive A/B-test that enables us to evaluate the influence of sustainability information on the customers decision to buy a product by clicking on an ad on a search engine results page (SERP). We analyze campaign performance data generated from a European ecommerce retailer, apply a Bayesian parameter estimation to compare the two groups, and demonstrate the advantages of the given Bayesian approach in comparison to the application of Null Hypothesis Significance Testing (N HST ).