The effect of digital nudging on resistance to sustainable innovations. A STUDY ABOUT THE EFFECTIVENESS OF DIGITAL NUDGING ON REDUCING RESISTANCE TO SUSTAIABLE INNOVATIONS AND HOW THIS DIFFERS FOR HIGH AND LOW PRICES.
The concept of sustainability has been acknowledged as one of the most important issues of our time and this applies a growing pressure on businesses to implement sustainable innovations. Sustainable innovations are not always welcomed with open arms by consumers, in contrast, sustainable innovations are often resisted by consumers. Previous research has found that digital nudging lowers the resistance to sustainable innovations, but this is still in the early stages. Resistance to sustainable innovations also depends on another important factor, namely price. There is little is known if digital nudging affects resistance to sustainable innovations between high and low prices. This study set out to fill in this gap and this study investigates the effect of digital nudging on decreasing resistance to sustainable innovations and how the effect varies for high and low prices. In total, 259 Dutch respondents were randomly assigned to one of the four conditions in a 2 (nudge vs. no nudge) x 2 (high price vs. low price) between-subjects design of an online experiment. The results reveal that digital nudging is an effective strategy to reduce resistance to sustainable innovations. Furthermore, the effect of digital nudging on reducing resistance to sustainable innovations does not differ for a low price compared to a high price. This study ends with an elaborative discussion on the limitations of this research and avenues for future research.
Faculteit der Managementwetenschappen