Nudges, Norms, or Just Contagion? A Theory on Influences on the Practice of (Non-)Sustainable Behavior

摘要: ‘Nudging’ symbolizes the widespread idea that if people are only provided with ‘right’ options and contextual arrangements, they will start consuming sustainably. Opposite to this individual-centered, top-down approach stand observations highlighting ‘contagiousness’ of thoughts, emotions, behaviors reference groups or persons present in a decision-context. Tying these two lines, paper argues nudging may sound promising easily applicable, yet social dynamics occurring around it can distort nullify its effects. This argument stems from empirical evidence gained an exploratory observation study conducted Swedish cafeteria (N = 1073), which included ‘nudging’ treatment. In study, almost unanimously all chose same options. After rearranging choice architecture make potentially sustainable easier, stuck mimicking behavior—while turning choose more non-intended option than before. A critical reflection extant literature leads conclusion tendency mimic each other (unconsciously) is so strong attempts nudge towards certain choices appear overwhelmed. Actions become ‘contagious’; so, some stick their (consumption) habits, be hard induce through softly changing architectures.