Nudging has received a lot of attention since the concept was introduced in 2008. A nudge is an element in the environment that attracts people's attention and changes their behavior but does so in a way that is not coercive. It is used as a tool to help people make decisions that benefit themselves but also society at large. In Lambohov, an area in Linköping, Sweden, a project called “Hållbara kvarteren i Lambohov” was created with the aim of influencing people to more sustainable choices. In this thesis, a case study of the project is conducted where we examine factors that lead to failed nudges. We analyze why nudging does not work as a tool to influence consumers to more sustainable choices. We identify three main factors why nudging tools do not give the desired effect. Firstly, the design of the nudge is not well made. Secondly, the incentives are not strong enough to change behavior. Lastly, it is difficult to determine whether a nudging tool has failed or not depending on whether the effects are measured in the short or long term. In addition, we conclude that a so-called pro-self nudge (where the goal is to influence the individual's choice for their own gain) was a strength in the project and works better than the pro-social nudge (intended to benefit society at large). A weakness the study identifies is that the environment in which some of the nudges were placed does not support the behavioral change. Furthermore, no follow-up of the project was done, which makes it difficult to determine whether a behavioral change will be lasting. Finally, we can state that one factor in the failure of nudging tools is its limitation as a policy tool. All individuals control their own choice and decision-making process. Nudging can function as a complement rather than a substitute for traditional policy instruments, such as regulations and taxes. Based on the results of this study, more regulatory tools may be required to achieve Agenda 2030 and get a carbon-neutral Linköping 2025.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:liu-177964 |
| Date | January 2021 |
| Creators | Freberg, Isadora, Gustavsson, Albin |
| Publisher | Linköpings universitet, Nationalekonomi, Linköpings universitet, Filosofiska fakulteten |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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