Nudging environmental sustainability

sustainability-and-profit

Using Behavioral Economics to Promote Sustainability

Behavioral economics can be applied to a myriad to settings, including environmental sustainability. Many interventions pull directly from social psychology whereas others are rather focused on mental heuristics and choice architecture by changing the context of decision making. Social proof refers to the concept of leveraging descriptive and injunctive social norms. This means, communicating average or common behavior (descriptive) or promoting socially desirable or ideal behavior (injunctive). A pioneer in this area is software company Opower which provides analytics to utility companies. Opower delivers personalized home energy reports that each household receives together with its usual bills. These reports indicate how much energy a household consumes in comparison to its neighbors. ….[READ]

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