ISSN 0439-755X
CN 11-1911/B

Acta Psychologica Sinica ›› 2018, Vol. 50 ›› Issue (8): 814-826.doi: 10.3724/SP.J.1041.2018.00814

• Special Column: Behavioral decision-making is nudging China toward the overall revitalization • Previous Articles     Next Articles

Green nudging

Bonini Nicolao1(),Hadjichristidis Constantinos1,2,Graffeo Michele1   

  1. 1 Department of Economics and Management, University of Trento, Italy
    2 Centre for Decision Research, Leeds University Business School, University of Leeds, UK
  • Received:2017-04-17 Published:2018-08-25 Online:2018-07-02


Our current lifestyle is not sustainable. One way to increase sustainability is by developing greener technologies. Another, complementary way, is by altering people’s attitudes, habits, and behaviors. Here we discuss six techniques that aim to gently push or nudge people towards more pro-environmental choices and behaviors. These techniques range from ones that can be applied from a distance, e.g., techniques which could inform the construction of communication messages, to ones that involve changes in the context where the choice takes place. Therefore, the present review can be of interest to practitioners such as marketers, policymakers, and consumer representatives. For each technique, we discuss its theorized cognitive and/or emotional underpinnings. Furthermore, we identify gaps in the literature and ways in which future research could fill these gaps.

Key words: decision-making, nudging, pro-environmental decisions, context effects

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