The potential of digital nudging to bridge the gap between environmental attitude and behavior in the usage of smart home applications

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.