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Publicação
Nudges in Environmental Consumer Behavior: The Transportation Network Companies
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Orientador(es)
Resumo(s)
This study focuses on digital nudge tools and their impact on environmentally responsible
purchase intention within the context of transportation network companies (TNCs). It
explores the role of environmental concern, the mediation of attitudes towards the
environment and normative influence in shaping pro-environmental purchase intention.
Nudge tool theory is a well-established but growing concept, however, there is a gap in the
literature concerning its impact on individual behavior in the TNC sector, particularly in
Portugal. This research consists of an experiment focused on the study of digital nudge tools,
and a questionnaire (N=380) to analyze the remaining variables as it intends to assess the
influence of variables on environmentally responsible purchase intention. Findings resulted in
the rejection of the proposed hypothesis, except hypothesis 1.2., which states that the nudge
tool “changes to the default policy” affects control condition, regarding environmentally
responsible purchase intention. The rest of the variables presented did not have a significant
effect on environmentally responsible purchase intention. These results allow for further
exploration on the impact of the comparison of different nudge tools.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Sustainable consumer behavior Private mobility Digital nudge tools SDG 11 - Sustainable cities and communities SDG 12 - Responsible production and consumption SDG 13 - Climate action