Title: A methodological framework for developing sustainability nudges
Authors : Bearth, Angela
Miesler, Linda
Daub, Claus-Heinrich
Conference details: 5th World Sustainability Forum, Basel, 7-9 September 2015
Issue Date: 9-Sep-2015
License (according to publishing contract) : Licence according to publishing contract
Type of review: Not specified
Language : English
Subjects : Nudges; Consumer; Forum; Sustainability
Subject (DDC) : 338.927: Environmental economics and sustainable development
Abstract: Policy-makers and companies, aiming at promoting sustainable consumer behavior and choices (e.g., conserving energy, avoiding food waste, buying “green products”), have increasingly become interested in the concept of nudging. Nudging makes use of the fact that people’s behavior and choices are not always based on rational decision making. Consumers frequently rely on mental shortcuts, heuristics, and biases, which can be instrumentalized, such that people are gently nudged towards the desirable behavior or choice. Scientific research suggests that nudges can successfully influence a variety of sustainability outcomes (e.g., thermostat settings, meatless food choices, recycling) in a variety of settings (e.g., at the point of sale, in consumers’ homes). However, the application of nudges in practice usually proceeds atheoretically, without the monitoring or evaluation of its effect on consumers. Thus, we would like to promote an interdisciplinary, methodological framework, which relies on contemporary insights from behavioral economics, psychology, sociology, and marketing. The framework, presented in detail in our conference poster, serves as a “cookbook” for the development and evaluation of evidence-based nudges in the area of sustainable consumer behavior and choices. Our main sustainability goal is to provide policy-makers and companies with applied, evidence-based nudges, which can directly be implemented in their sustainability policy and marketing strategy.
Departement: Life Sciences and Facility Management
School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Institute of Natural Resource Sciences (IUNR)
Publication type: Conference Poster
URI: http://sciforum.net/conference/wsf-5/wsf-Poster2
https://digitalcollection.zhaw.ch/handle/11475/11451
Appears in Collections:Publikationen Life Sciences und Facility Management

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