Nudging for sustainability in EU cities : transport, energy and waste management
Η ήπια παρέμβαση (nudging) για τη προώθηση της αστικής βιωσιμότητας σε πόλεις της ΕΕ : μετακίνηση, ενέργεια και διαχείριση απορριμμάτων
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Keywords
Nudge theory ; Nudging techniques ; Nudging for urban sustainability ; Urban sustainability ; Modal shift ; Sustainable energy consumption ; Sustainable behavioursAbstract
Addressing climate change and ensuring a sustainable future for mankind and the planet alike require significant shifts in the everyday practices of consumers, businesses and governments. Sustainable behaviours and actions therefore play a decisive role in shaping this future, which is the focus of this study. Emphasis is therefore placed on how residents within urban areas can be influenced into adopting more sustainable behaviours through techniques rooted in behavioural economics. The focus of this dissertation concerns the “nudge/nudging” or “soft intervention” technique found in behavioural economics theory and how it can be utilised by public bodies and broader organisations of a city to promote sustainable behaviours within urban environments in a more subtle and indirect way.
In behavioural economics, a nudge refers to a modification in the way of presenting an individual’s choices (choice architecture), with the sole aim of predictably changing his behaviour. Nudging therefore subtly influences behaviour, directing individuals towards a specific choice, without forcing them and without eliminating their alternatives. To be characterised as a “simple nudge”, the intervention must be easy, its avoidance must not entail significant costs (financial or otherwise) and its implementation must not exclude the remaining available options.
Special emphasis is given on (4) four specific nudge types/techniques:
(a) default nudges,
(b) real-time feedback,
(c) salience or visual cue nudges and
(d) social norms nudges.
The “sustainable behaviours” (behaviours that promote sustainability) examined in this dissertation are selected based on the major challenges that cities face in relation to sustainability in the modern era. These relate to Sustainable Transport, Sustainable Energy Consumption and Sustainable Waste Management and Recycling. Each of these pillars of modern urban sustainability is presented through various European cities that implement elements of nudging techniques to promote the respective target sustainability behaviour associated with each pillar.
In conclusion, this dissertation explores and emphasises how small behavioural changes, promoted through nudging, can serve as a complementary tool alongside broader structural and regulatory interventions. As a final remark, it must be noted that nudging alone is not sufficient to address the systemic nature of sustainability challenges, whether in urban environments, rural areas, or global ecosystems. It is increasingly necessary for global political institutions to take swift and decisive action to regulate the economic and environmental activities of large corporations, which are responsible for a significant portion of the environmental degradation observed today.
Postgraduate Studies Programme
Βιοοικονομία, Κυκλική Οικονομία και Βιώσιμη ΑνάπτυξηDepartment
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής ΕπιστήμηςNumber of pages
80Language
EnglishCollections
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Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα