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Nudging Sustainability : Can Visualized Nudges Evoke Specific Behavioral Intentions and Behaviours?

Gorzinski, Lina (2019) Nudging Sustainability : Can Visualized Nudges Evoke Specific Behavioral Intentions and Behaviours?

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Abstract:It is inevitable to mitigate the human factor of today’s environmental problems. For this reason, the current research set out to determine whether the well-known Nudge Strategy could potentially evoke an improvement in the matter of increasing a person’s self-reported environmental self-identity while decreasing his self-reported level of consumerism at the same time. It was hypothesized that Nudges that visualize either an environmental solution or a problem could subconsciously increase a person’s self-reported environmental self-identity and correspondingly reduce his self-reported consumerism, because responses would be adjusted towards the implemented Nudge values. Therefore, observational field experiments among a randomized sample of 180 students were conducted in which participants were confronted with either pictorial environmental solutions or problems before being asked to fill out exactly the same survey. Thereby, the Solution Nudge and the Problem Nudge created the two experimental groups while a third group served as a control group. Ultimately, the findings suggest that it is easier to strengthen a person’s self-evaluated environmental self-identity than reducing the level of consumerism through the implemented Nudges. This assumption can be supported through the assumption that behavioural intentions are more susceptible to influence than the behaviour itself. Consumerism is thus, stronger anchored in a person than his corresponding environmental self-identity.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:88 social and public administration
Programme:Management Society and Technology BSc (56654)
Link to this item:http://purl.utwente.nl/essays/78907
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