The Effect of Digital Nudging on Resistance to a Sustainable Innovation
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2024-07-01
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en
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A quantitative study (n=318) which shows the effective influence of digital nudging, in the form of priming and priming combined with goal setting on reducing resistance to a sustainable innovation, and examines if pro-environmental attitudes has a moderating role. The sustainable innovation used in this study is cultivated meat, as it is a more sustainable alternative compared to conventional meat. Reducing the resistance against sustainable innovations is important for both the environmental as well as the economic well-being. To capture the multifaceted nature of resistance, this study made a distinction between three dimensions: emotional, cognitive and behavioral resistance. This study conducted an online survey where it was examined whether priming and priming combined with goal setting had more effect to reduce resistance than the participants in the baseline condition. The study showed in a MANOVA analysis that indeed priming (condition 1) had significant effect on reducing both emotional and cognitive resistance, and that the combination of priming and goal setting (condition 2) even had a reducing effect on all three dimensions of resistance. Despite the significant findings this study also addresses certain limitations and needs for further research. In addition, the hypotheses of the expected moderation effect of pro-environmental attitudes both had to be rejected, as resulted from a PROCESS Macro analysis. Only the interaction effect in both condition 1 and 2, on emotional resistance was significant, however the effect was contrary to what was expected in the hypotheses, as the higher the PEA was, the less strong the interaction effect was.
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Faculteit der Managementwetenschappen