Social norm nudging for sustainable consumption

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Humans are social animals and spontaneously look to others for social proof, learn- ing, social comparison, and cues to adaptive or appropriate behavior. Therefore, infor- mation or cues to what others do is an important and potentially impactful aspect of the “choice architecture” in many contexts and situations (Thaler & Sunstein, 2008). “Nudging” by means of social norms messaging has been used in marketing for a long time and is increasingly also being used in campaigns for societal goals, such as environmental protection and a healthy lifestyle (Burchell, Rettie, & Patel, 2013). In recent years, the interest in social norms nudging has been further accentuated by research pointing at the existence of “social tipping points” with a potentially huge influence on the speed of transformation to more healthy and sustainable behav- ior (Nyborg et al., 2016). Social norms nudging is an important tool in effective instrument mixes to promote healthy and sustainable lifestyles, and in particular for reaching—and continuing beyond—social tipping points for specific healthy and sustainable behaviors.
TitelResearch Handbook on Nudges and Society
RedaktørerCass R. Sunstein, Lucia A. Reisch
ForlagEdward Elgar Publishing
ISBN (Trykt)978 1 0353 0302 1
ISBN (Elektronisk)978 1 0353 0303 8
StatusUdgivet - 2023


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