Green nudging

Nicolao Bonini1 Constantinos Hadjichristidis1,2 Michele Graffeo1

(1.Department of Economics and Management, University of Trento, Italy)
(2.Centre for Decision Research, Leeds University Business School, University of Leeds, UK)

【Abstract】Our current lifestyle is not sustainable. One way to increase sustainability is by developing greener technologies. Another, complementary way, is by altering people’s attitudes, habits, and behaviors. Here we discuss six techniques that aim to gently push or nudge people towards more pro-environmental choices and behaviors. These techniques range from ones that can be applied from a distance, e. g. , techniques which could inform the construction of communication messages, to ones that involve changes in the context where the choice takes place. Therefore, the present review can be of interest to practitioners such as marketers, policymakers, and consumer representatives. For each technique, we discuss its theorized cognitive and/or emotional underpinnings. Furthermore, we identify gaps in the literature and ways in which future research could fill these gaps.

【Keywords】 decision-making; nudging; pro-environmental decisions; context effects;

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This Article

ISSN:0439-755X

CN: 11-1911/B

Vol 50, No. 08, Pages 814-826

August 2018

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Article Outline

Abstract

  • Public Policy and Behavioral Decision Research
  • Referent points and evoked sets
  • The communication of a social norm
  • The use of a foreign language
  • The “default” option
  • Feedback
  • Contextual priming
  • Future directions
  • General discussion
  • References