The effect of digital nudging on resistance to sustainable innovations.

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dc.contributor.advisorRitter, S.
dc.contributor.authorNelissen, Anne -Sophie
dc.date.issued2024-07-01
dc.description.abstractThe adoption of sustainable innovations is crucial, given the pressing environmental issues the world is facing. Yet many sustainable innovations are met with resistance instead. Previous studies have identified digital nudging as an effective marketing strategy to reduce consumer resistance towards sustainable innovations. However, evidence for this mitigating effect of digital nudging is still rather limited. Whether the relationship between digital nudging and resistance is moderated by pro-environmental attitude, remains unclear as well. Therefore, this thesis examines the effectiveness of digital nudging, in the forms of priming, and priming and goal setting combined, in reducing emotional, cognitive, and behavioral resistance towards sustainable innovations, for weaker and stronger pro-environmental attitude. For this purpose, an online experiment with a between-subjects design was conducted, in which 318 respondents were randomly assigned to one of three experimental conditions (no nudge vs. a priming nudge vs. a priming and goal setting nudge). The results reveal that digital priming by itself, as well as digital priming and goal setting combined, are effective strategies to reduce emotional, cognitive, and behavioral resistance towards sustainable innovations. The reducing effects on emotional resistance appear stronger for consumers with weaker pro-environmental attitude. The reducing effects on cognitive and behavioral resistance do not seem to vary for different levels of pro-environmental attitude. Drawing on the findings, this thesis suggests avenues for future research, and offers managers guidelines on how and when to use digital priming and goal setting, to reduce consumer resistance towards sustainable innovations.
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/17304
dc.language.isoen
dc.thesis.facultyFaculteit der Managementwetenschappen
dc.thesis.specialisationspecialisations::Faculteit der Managementwetenschappen::Master Business Administration::Marketing
dc.thesis.studyprogrammestudyprogrammes::Faculteit der Managementwetenschappen::Master Business Administration
dc.thesis.typeMaster
dc.titleThe effect of digital nudging on resistance to sustainable innovations.
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