Cleaner and Responsible Consumption (Jun 2023)
Visual encoding of nudge influencers and exploring their effect on sustainable consumption among children
Abstract
With the growing number of nuclear families that have a higher disposable income, and a willingness to spend for disparate reasons possibly on the only child in the family, children are unquestionably emerging as a critical market segment that marketers would do well to target. However, while marketing to children is necessary, given the current focus on sustainability, encouraging responsible consumption seems to be a prerequisite. Making children environmentally literate would thereby, significantly help in the ongoing efforts to save our planet from environmental degradation. Based on this backdrop, this study investigates the significance of encouraging children to consume ‘sustainably’. Drawing upon Richard H Thaler and Cass R Sunstein's Nudge theory, along with the United Nation's Sustainable Development Goals (UNSDG -12), we employ a novel methodology to visually encode information gleaned from the extant literature. Specifically, we discuss the significance of developing sustainable habits in children and analyze the ‘nudges’ that motivate children to adopt sustainable habits. Additionally, we specify different nudge elements derived from the extant literature and plot them in a RADAR chart. We observe that 'simplified process' and 'ease of access' nudging have the greatest effect when delivered in school. This study has academic, managerial, and societal implications. The findings of the study would help managers to focus on the nudges in their campaigns. Research scholars and academicians could understand the significance of using the ‘RADAR’ chart methodology and can expand their studies in various other domains. The present study also helps to understand the extant literature and plan for future research in the domain of sustainable consumption. The findings of the study would help schools and parents understand the effective nudges that result in creating responsible consumers that would largely benefit society.
