Can you be nudged? Exploring the impact of behavioural techniques on pro-environmental actions

This research aims to explore the effectiveness of information nudges and visual priming on the willingness of consumers to purchase a sustainable smartphone. This study is relevant because large amounts of electronic waste are generated in the world, including the disposal of smartphones, and these are causing serious environmental issues such as contamination of soil and water and increases in greenhouse gas emissions. In the Netherlands, electronic waste is of special interest as the Dutch government wishes to transform the economy into a circular economy, for which recycling of electronic devices is vital. The main question this paper aims to explore is the impact of visual priming and information nudges on consumer’s willingness to purchase a sustainable smartphone. Additionally, it will assess the impact of nudges on the importance given to environmental characteristics and the willingness to pay a higher premium for sustainable smartphones. This question is addressed through a web-based questionnaire which presents these nudges in the form of videos. Probit and ordered probit models are used to estimate the relationship between nudges and pro-environmental behaviour. The findings suggest that the information nudge had no effect on the willingness to purchase a sustainable smartphone when individuals receive information on the benefits of recycling their products. However, those who received information on the negative impact of disposing smartphones showed a decrease in the likelihood of purchasing a sustainable smartphone. Finally, the nudges had no effect on the importance given to environmental characteristics when purchasing a new smartphone and on the willingness to pay higher premiums.