Nudging – a New Way in Promoting Sustainable Development to Succeed in Provoking Behavioral Change

Abstract

This article offers an overview of the existing literature in the field of nudging and considers theimplications of the government and its role as a modern form of governance in shaping the futuresocieties. In addition, it is discussed the individual responsibility in the society and also the dutiesof the companies. Different approaches are presented throughout the paper. The interference ofcompanies with the public through the marketing activities has been recently strongly criticized. Therefore, appropriate frameworks where individuals, regulations and responsible marketing meettogether, have to be developed in order for all actors on the market to be better protected. Localgovernments, companies and NGOs can easily adopt these methods.

Keywords

• Nudge theory
• behavioral change
• governance instruments
• policymaking
• consumer behavior