I Nudge Myself: Exploring ´Self-Nudging´ Strategies to Drive Sustainable Consumption Behaviour

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I Nudge Myself : Exploring ´Self-Nudging´ Strategies to Drive Sustainable Consumption Behaviour. / Torma, Gabriele; Aschemann-Witzel, Jessica; Thøgersen, John.

I: International Journal of Consumer Studies, Bind 42, Nr. 1, 2018, s. 141-154.

Publikation: Bidrag til tidsskrift/Konferencebidrag i tidsskrift /Bidrag til avisTidsskriftartikelForskningpeer review

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@article{85618536034d44a985416bc1abcc3e2d,
title = "I Nudge Myself: Exploring ´Self-Nudging´ Strategies to Drive Sustainable Consumption Behaviour",
abstract = "Failure to translate intentions into actual behaviour is known in many areas of human action. The intention to consume more sustainable is no exception and often fails to be translated into behaviour. Behavioural research emphasized the use of nudges as one of the remedies to ensure that most of the people´s daily choices on what to buy or what to eat end up being in their best interest. The behavioural economics literature usually focusses on interventions supporting automatic and unconscious processes, mostly being the result of cognitive shortcuts produced by System 1 (e.g., by setting better default options or making existing contexts more intuitive and easy to handle). However, this begs the question, what consumers themselves can do to ensure a consumption behaviour that is more in line with their pro-environmental intentions? This paper explores a possible ´self-nudging´ strategy of consumers signing up for an organic box scheme subscription, whereby they change a large number of small daily choices (what to buy/what to eat) to a larger decision on exclusively getting organic groceries delivered to their doorstep. It does so based on qualitative in-depth interviews with ten customers of such an organic box scheme. The analysis reveals that signing up for the subscription scheme indeed means that low-involvement decisions in regular supermarkets are replaced by a high-involvement decision on subscribing to an organic box scheme, made deliberately and consciously by their System 2 to ensure that their actual consumption behaviour is in line with their, usually pro-environmental, consumption intentions. In the context of the organic box scheme, the self-nudging phenomenon is in fact the active choice of consumers to set their default consumption option to ´organic´ in the long run.",
keywords = "consumer decision making, intention-behaviour gap, organic, qualitative, self-nudging, sustainable food choice",
author = "Gabriele Torma and Jessica Aschemann-Witzel and John Th{\o}gersen",
year = "2018",
doi = "10.1111/ijcs.12404",
language = "English",
volume = "42",
pages = "141--154",
journal = "International Journal of Consumer Studies",
issn = "1470-6423",
publisher = "Wiley-Blackwell Publishing Ltd",
number = "1",

}

RIS

TY - JOUR

T1 - I Nudge Myself

T2 - Exploring ´Self-Nudging´ Strategies to Drive Sustainable Consumption Behaviour

AU - Torma, Gabriele

AU - Aschemann-Witzel, Jessica

AU - Thøgersen, John

PY - 2018

Y1 - 2018

N2 - Failure to translate intentions into actual behaviour is known in many areas of human action. The intention to consume more sustainable is no exception and often fails to be translated into behaviour. Behavioural research emphasized the use of nudges as one of the remedies to ensure that most of the people´s daily choices on what to buy or what to eat end up being in their best interest. The behavioural economics literature usually focusses on interventions supporting automatic and unconscious processes, mostly being the result of cognitive shortcuts produced by System 1 (e.g., by setting better default options or making existing contexts more intuitive and easy to handle). However, this begs the question, what consumers themselves can do to ensure a consumption behaviour that is more in line with their pro-environmental intentions? This paper explores a possible ´self-nudging´ strategy of consumers signing up for an organic box scheme subscription, whereby they change a large number of small daily choices (what to buy/what to eat) to a larger decision on exclusively getting organic groceries delivered to their doorstep. It does so based on qualitative in-depth interviews with ten customers of such an organic box scheme. The analysis reveals that signing up for the subscription scheme indeed means that low-involvement decisions in regular supermarkets are replaced by a high-involvement decision on subscribing to an organic box scheme, made deliberately and consciously by their System 2 to ensure that their actual consumption behaviour is in line with their, usually pro-environmental, consumption intentions. In the context of the organic box scheme, the self-nudging phenomenon is in fact the active choice of consumers to set their default consumption option to ´organic´ in the long run.

AB - Failure to translate intentions into actual behaviour is known in many areas of human action. The intention to consume more sustainable is no exception and often fails to be translated into behaviour. Behavioural research emphasized the use of nudges as one of the remedies to ensure that most of the people´s daily choices on what to buy or what to eat end up being in their best interest. The behavioural economics literature usually focusses on interventions supporting automatic and unconscious processes, mostly being the result of cognitive shortcuts produced by System 1 (e.g., by setting better default options or making existing contexts more intuitive and easy to handle). However, this begs the question, what consumers themselves can do to ensure a consumption behaviour that is more in line with their pro-environmental intentions? This paper explores a possible ´self-nudging´ strategy of consumers signing up for an organic box scheme subscription, whereby they change a large number of small daily choices (what to buy/what to eat) to a larger decision on exclusively getting organic groceries delivered to their doorstep. It does so based on qualitative in-depth interviews with ten customers of such an organic box scheme. The analysis reveals that signing up for the subscription scheme indeed means that low-involvement decisions in regular supermarkets are replaced by a high-involvement decision on subscribing to an organic box scheme, made deliberately and consciously by their System 2 to ensure that their actual consumption behaviour is in line with their, usually pro-environmental, consumption intentions. In the context of the organic box scheme, the self-nudging phenomenon is in fact the active choice of consumers to set their default consumption option to ´organic´ in the long run.

KW - consumer decision making

KW - intention-behaviour gap

KW - organic

KW - qualitative

KW - self-nudging

KW - sustainable food choice

UR - http://www.scopus.com/inward/record.url?scp=85040119006&partnerID=8YFLogxK

U2 - 10.1111/ijcs.12404

DO - 10.1111/ijcs.12404

M3 - Journal article

VL - 42

SP - 141

EP - 154

JO - International Journal of Consumer Studies

JF - International Journal of Consumer Studies

SN - 1470-6423

IS - 1

ER -