Effectiveness of green nudges
Student name: Ms Shrishti Puri
Guide: Dr Soumendu Sarkar
Year of completion: 2018
Host Organisation: TERI School of Advanced Studies
Abstract: Given the complexities of ecological problems, the neo-classical economic instruments often
fail to address many problems. The main concern is that we have been trying to solve the
environmental issues based on the rationality assumption. However, with the help of
behavioural and psychological sciences we know that humans are bounded rationally.
Through this study we have tried to explore the emerging tools of behavioural economics,
specifically Nudges. By using the rationale of the Green Nudges and backing our theoretical
background from the behavioural sciences, we tried evaluating the effectiveness of different
nudges by designing experiments for each nudge condition primarily – Provision of
Information, Social Norms and Change in Physical Infrastructure. The aim was to tell the
efficacy of nudges in impacting the actions of the respondents. The nudge conditions were
contrasted with the control trial – No Nudge. We choose waste segregating problem at source
as the main area of study.
During the course of the study, there were different patterns and theories that emerged from
the data set motivating us to dig deeper into the Qualitative analysis for reasoning
Being an experimental study, this study tries to map the reasons behind the working of
different nudges and how nudges primarily play a dominant role in closing the Value-action
gap irrespective of the environmental knowledge and awareness of the people.
Key words: Nudges, Green Nudges, Pro-environmental behaviour, Value-Action Gap,
Effectiveness, Environmental Knowledge
