This thesis explores "nudge" and "green nudging" as tools to influence human behaviors towards awareness and sustainability. Behavioral economics and nudge theory are initially introduced, with a focus on the architecture of choice and the concept of libertarian paternalism. Some practical applications of the nudge theory in the primary sector are then analysed, examining two case studies: the first analyzes the knowledge and diffusion of the use of fertilizers in a poor area of western Kenya; while the second illustrates how nudge can be used to promote tree planting in Indonesia. Subsequently, the "green nudge" is introduced, an effective tool for promoting more sustainable behavior without imposing significant obligations or limitations. Some practical applications of green nudging are then presented with the aim of improving environmental awareness, including the reduction of energy consumption, water consumption and food waste. However, it is important to recognize the possible challenges and pitfalls in applying these strategies so that they can be optimized and adequately addressed.
Questa tesi esplora il "nudge" e il "green nudging" come strumenti per influenzare i comportamenti umani verso la consapevolezza e la sostenibilità. Inizialmente viene introdotta l'economia comportamentale e la teoria del nudge, con un focus sull'architettura della scelta e sul concetto di paternalismo libertario. Vengono poi analizzate alcune applicazioni pratiche della teoria del nudge nel settore primario, esaminando due casi studio: il primo analizza la conoscenza e la diffusione dell’utilizzo di fertilizzanti in un’area povera del Kenya occidentale; mentre il secondo illustra come il nudge possa essere utilizzato per promuovere la piantumazione di alberi in Indonesia. Successivamente viene introdotto il "green nudge", uno strumento efficace per promuovere comportamenti più sostenibili senza imporre obblighi o limitazioni significative. Vengono poi presentate alcune applicazioni pratiche di green nudging con l’obiettivo di migliorare la consapevolezza ambientale, tra cui la riduzione del consumo energetico, del consumo idrico e dello spreco alimentare. Tuttavia, è importante riconoscere le possibili sfide e criticità nell'applicazione di queste strategie, affinché possano essere ottimizzate e affrontate in modo adeguato.
Il nudge e il green nudging: un percorso verso la consapevolezza e la sostenibilità
MEROTTO, SOFIA
2022/2023
Abstract
This thesis explores "nudge" and "green nudging" as tools to influence human behaviors towards awareness and sustainability. Behavioral economics and nudge theory are initially introduced, with a focus on the architecture of choice and the concept of libertarian paternalism. Some practical applications of the nudge theory in the primary sector are then analysed, examining two case studies: the first analyzes the knowledge and diffusion of the use of fertilizers in a poor area of western Kenya; while the second illustrates how nudge can be used to promote tree planting in Indonesia. Subsequently, the "green nudge" is introduced, an effective tool for promoting more sustainable behavior without imposing significant obligations or limitations. Some practical applications of green nudging are then presented with the aim of improving environmental awareness, including the reduction of energy consumption, water consumption and food waste. However, it is important to recognize the possible challenges and pitfalls in applying these strategies so that they can be optimized and adequately addressed.File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.12608/53625