The Effect of Digital Nudging on Resistance to Sustainable Innovations
Consumers often experience resistance towards sustainable innovations, despite the importance of adopting such innovations. The goals of this study are to determine whether digital nudging can have a reducing effect on resistance to sustainable innovations and if the boundary condition of complexity is influential. Digital nudging has proven to be an effective behavioral tool, but has yet to be fully explored in the context of resistance. The set of hypothesis were tested through a 2-by-2 between-subjects factorial design. An online survey experiment study was conducted and 278 Dutch respondents were gathered using convenience sampling. The results show an small to medium reducing effect of digital nudging on resistance, including on all the dimensions of resistance. Complexity was not identified as a boundary condition, but instead as a cause for resistance. These findings contribute to both theory and practice, theoretically connecting digital nudging with resistance and providing marketeers with knowledge about how to use digital nudging to reduce resistance.
Faculteit der Managementwetenschappen