The potential of digital nudging to bridge the gap between environmental attitude and behavior in the usage of smart home applications |
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| Affiliation: | 1. Information Systems and Digital Transformation, University of Potsdam, Potsdam, Germany;2. Information Systems and Digital Society Paderborn University, Paderborn, Germany;3. Research Data & Methods, Center for Advanced Internet Studies (CAIS), Bochum, Germany, Digital Communication and Transformation, University of Duisburg-Essen, Duisburg, Germany;1. Royal Holloway, University of London, School of Business and Management, London, UK;2. Seeburg Castle University, Faculty of Management, Seekirchen, Austria;3. Free University of Bozen-Bolzano, Faculty of Economics & Management, Bolzano, Italy;4. University of Johannesburg, Department of Business Management, Johannesburg, South Africa;1. Asia Europe Business School, Faculty of Economics and Management, East China Normal University, 155 Tanjiatang Road, Minhang District, Shanghai 200241, China;2. Macquarie Business School, Macquarie University, Balaclava Rd, Macquarie Park, NSW 2109, Australia;1. School of Information Technology, Media, and Communication, Murdoch University, Australia;2. Faculty of Engineering and IT, University of Technology Sydney, Australia;3. Department of Operations and Information Systems Management, Muhammad Ali Jinnah University, Karachi, Pakistan;1. Department of Information Systems and Business Analytics, College of Business, California State University Sacramento, Sacramento, CA, USA;2. School of Business and Law, Edith Cowan University, Joondalup, WA 6027, Australia |
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| Abstract: | Despite energy efficiency measures, global energy demand has gradually increased due to global economic growth and changes in consumer behavior. Even if people are aware of the problem and want to change their energy consumption, they have difficulty acting on their attitudes. This is called the attitude-behavior gap. To narrow this gap and reduce energy consumption and CO2 emissions, behavioral interventions beyond technological advances must be considered. A promising intervention is nudging, which uses insights from behavioral economics to gently nudge individuals toward more sustainable choices. In this study, we investigate how modifying digital choice architectures with nudges can be used to influence consumer energy conservation behavior in smart home applications (SHAs). We conducted an online experiment with 391 participants to test the effectiveness of the following three digital nudges in an SHA: self-commitment, reminder, and social norm nudge. While the results of a structural equation model indicated no effect on bridging the gap between attitude and behavior, we found the potential to promote energy conservation with two nudge types. Thus, this paper makes substantial contribution to persuasive and information systems-enabled sustainability for a better world in the form of digital nudges for emerging technologies. |
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| Keywords: | Attitude-behavior gap Digital nudging Green information systems Smart home |
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