1 s2.0 S0959652622042883 Main

Journal of Cleaner Production 380 (2022) 134716
Contents lists available at ScienceDirect
Journal of Cleaner Production

journal homepage: www.elsevier.com/locate/jclepro
Review
A digital push with real impact – Mapping effective digital nudging

elements to contexts to promote environmentally sustainable behavior
Michelle Berger a, *, Theresa Lange b, Bastian Stahl c
a
Research Center Finance & Information Management, University of Augsburg, Branch Business & Information Systems Engineering of the Fraunhofer FIT, Germany
b
Research Center Finance & Information Management, Branch Business & Information Systems Engineering of the Fraunhofer FIT, Germany
c
Research Center Finance & Information Management, University of Applied Sciences Augsburg, Branch Business & Information Systems Engineering of the Fraunhofer
FIT, Germany
A R T I C L E I N F O A B S T R A C T
Handling Editor: Dr. Govindan Kannan The ongoing environmental deterioration is mainly human-induced. In various daily contexts, individuals can
make small choices in favor of environmentally sustainable behavior to counteract this effect. With ever-
Keywords: increasing digitalization, these decisions are shifted toward a digital world. Digital nudging presents a prom
Digital nudging ising approach to foster environmentally sustainable behavior without restricting the freedom of choice. How
Environmental sustainability
ever, research on digital nudging appears to be highly fragmented, leaving information systems designers
Structured literature review
without guidance on which nudging elements to choose in a specific context. By conducting a structured liter
Consumer behavior
ature review followed by a framework development, this paper provides an information systems design
perspective that matches digital nudging elements on context decision types and indicates the effectiveness of
their combination. Thus, the provided framework is of practical use for designing effective digital nudging el
ements. Moreover, it contributes to research by identifying meta-inferences of the current status quo and offering
impulses for future research.
1. Introduction 2000).
Therefore, engaging consumers in environmentally friendly practices
In recent decades, climate change has caused severe impacts is crucial (Watson et al., 2013). But instead of restricting the number of
worldwide. As indicated by the Intergovernmental Panel on Climate available options by fiscal measures, rules, or regulations, nudging can
Change (IPCC), anthropogenic global warming and environmental support consumers in decision-making by modifying the environment in
deterioration are continuously increasing and therefore threatening the which the decision is made (Thaler and Sunstein, 2009). Examples for
basis of our very existence (IPCC, 2021). Aside from technology im nudging elements include default rules (e.g., pre-selecting the most
provements regarding efficiency, small everyday choices and decisions favorable option) or simplification (e.g., using labels to simplify complex
in consumer behavior provide a central opportunity in climate change information) (Lehner et al., 2016). While nudging in analog decision
(Calculli et al., 2021). contexts has been well-researched within the last decades (Hummel and
Using the example of Europe, Ivanova et al. (2016) state that the Maedche, 2019), digitalization has massively impacted our everyday life
consumption areas of housing (especially heating systems), mobility and increasingly shifted relevant consumers’ choices toward digital
(especially automobile use and air travel), and food (especially meat and environments (Hagberg et al., 2016; Wassan et al., 2021). Thus, product
dairy) cause around 60% of global greenhouse gas emissions and be choices are made digitally, like buying food via e-commerce (Berger
tween 50% and 80% of total resource use. However, environmentally et al., 2020). Also, other decisions affecting environmentally sustainable
sustainable products and services exist for all contexts and provide users behavior (ESB) are increasingly shifted toward digital environments,
with a choice. Different types of food, for example, have different effects such as managing a heating system via digital control systems (Li et al.,
on the environment (Clark and Tilman, 2017; Scarborough et al., 2014) 2021). As illustrated by these examples, Information Systems (IS)
and also environmentally friendly household products or special search become a central place for choosing environmentally sustainable prod
engines that cause fewer adverse effects on the environment (Rennings, ucts and services as consumers can help reduce environmental impacts.
* Corresponding author.
E-mail addresses: [email protected] (M. Berger), [email protected] (T. Lange), [email protected] (B. Stahl).
https://doi.org/10.1016/j.jclepro.2022.134716
Received 4 February 2022; Received in revised form 14 July 2022; Accepted 12 October 2022
Available online 26 October 2022
0959-6526/© 2022 Elsevier Ltd. All rights reserved.
M. Berger et al. Journal of Cleaner Production 380 (2022) 134716
To take advantage of this momentum from IS, a new area in the research 2. Theoretical background
field of information systems (IS) emerged, called Green IS (Dedrick,
2010; vom Brocke et al., 2013). Thus, Green IS refers to the “use of in 2.1. Behavioral science and the concept of (digital) nudging to promote
formation systems to achieve environmental objectives” (Dedrick, 2010, environmentally sustainable behavior
p. 173). Especially for Green IS, digital nudging offers one possibility to
change consumption patterns to a more environmentally friendly Nudging describes ways to influence behavior predictably by modi
product choice. fying the environment without limiting the freedom of choice or
Hence, Weinmann et al. (2016) extended the concept of nudging by increasing the cost of alternatives in terms of effort, times, and others
focusing on the digital environment. People can act differently from an (Hansen and Jespersen, 2013; Thaler and Sunstein, 2009; Hausmann
analog environment due to information richness in digital environ and Welch, 2010). The principle of nudging is based on behavioral
ments, leading to a lower concentration of reading time on digital economics’ dual-process theory (Wason and Evans, 1974), which claims
screens (Liu, 2005). The use of digital nudging elements (DNEs) is a that human decision-making could be categorized in an intuitive,
crucial design element for positively influencing individuals’ choices cognitive system one or a reason-based system 2 (Stanovich and West,
made in a digital environment (Weinmann et al., 2016). Numerous 2000). System 1 is in charge of simple, intuitive, emotional, automatic,
scientific works have investigated the effectiveness of DNEs in a wide and fast decisions (“automatic thinking“ (Thaler and Sunstein, 2009, p.
range of consumption and behavior contexts (e.g., energy, food, or 19)), while system 2 is in charge of slower, more supervised,
mobility) (Cappa et al., 2020; Lembcke et al., 2019). These rule-governed, and more effortful decisions (“reflective thinking”
household-related consumption areas cause roughly 60% of global CO2 (Thaler and Sunstein, 2009, p. 19)). Everyday decisions, such as taking
emissions and 50–80% of total resource use, leading to tremendous the elevator or the stairs, are credited to system 1, according to Kah
environmental adverse effects (Ivanova et al., 2016). The diversity of the neman (2011), while major life decisions or calculations are made in
research field is further demonstrated by the fact that a large number of system 2. System 1 deliberately protects system two by converting
different DNEs (e.g., default rules, feedback, or social norms) exist, which familiar tasks into automated routines and preventing cognitive over
are intended to lead users to more sustainable decisions through load. Behavior results from decisions made in both modes of thinking,
different psychological and sociological effects. reflective and automatic thinking (Kahneman, 2011). For both kinds of
However, while the ongoing digitalization provides manifold op decisions, shortcuts can be taken like listening to social conformity, also
portunities to implement DNEs to promote environmentally sustainable known as cognitive biases or heuristics (Kahneman, 2011; Tversky and
behavior (ESB), designing IS that effectively leverage DNEs in specific Kahneman, 1974). While, on the one hand, heuristics support quicker
contexts (e.g., saving energy) is still a challenge: While valuable proc and easier decision-making, they can make decisions prone to error,
essual guidelines to implement DNEs exist (Weinmann et al., 2016; leading to potentially unfavorable decisions (Shiv and Fedorikhin,
Schneider et al., 2018) there is a lack of thematic guidance. Designers of 1999). Thaler and Sunstein (2009) state that nudges function by using
those systems must disentangle the type of choice (e.g., binary decisions counteracts to these heuristics and cognitive biases, making nudging
with a digital desired behavior) in their respective context and then suitable for the unconscious, automatic, and the non-automatic,
identify effective DNE configurations or even combinations of several complicated decisions that are typically beyond the cognitive ability
DNEs. Therefore, especially from the perspective of Green IS, research of humans.
and practice call for a unifying lens to map effective DNEs to a specific Increasingly, decisions are taken in an online environment (e.g.,
context providing users with an environmentally sustainable choice websites or apps). People can act differently from an analog environ
(Zimmermann et al., 2021). From this perspective, we raise the ment (Benartzi and Lehrer, 2015; Weinmann et al., 2016). Due to its
following research question: information richness, digital environments can lead to a choice over
In which contexts can digital nudging elements effectively promote load, so that people spend less time concentratedly reading on digital
environmentally sustainable behavior? screens (Liu, 2005). Therefore, Weinmann et al. (2016) extended the
Existing literature on DNEs to promote ESB is often driven by the definition of nudging by focusing on a digital environment and defined
different domains (i.e., contexts) and therefore presented as a mosaic in digital nudging as the ”use of user-interface design elements to guide
which single blocks are contributed from the respective domains. people’s choices or influence users’ inputs in online decision environ
However, fully exploiting the existing knowledge on DNEs to promote ments” (Weinmann et al., 2016, p. 433). Next to its necessity due to
ESB meaningfully in the context of Green IS requires an overarching increasing choices made online, digital nudging offers several advan
perspective and structure. Faced with the constantly ongoing climate tages. DNEs can be implemented more rapidly, more cheaply, and in a
change and an increasingly digitalized society, we believe it is time that more customized fashion than in an offline, physical environment
the potentials of DNEs and ESBs are investigated under the usage of a because online environments provide instruments for tracking and
unifying IS lens. This work, therefore, strives to bridge both areas of analyzing individual preferences.
research and provides a structure for further research to build on. Different types of nudges exist and can be implemented in an online
We, accordingly, conduct a structured literature review following the environment. As nudging covers a broad spectrum, the number and
guidelines of Wolfswinkel et al. (2013). In line with this overarching variety of nudges are unlimited (e.g., as pointed out by Hausmann and
approach, we use elements of Grounded Theory (Glaser and Strauss, Welch (2010)). Prior studies in different application contexts use
2017) to examine the existing body of work and develop a framework different names and definitions of nudging elements as no uniform
that aggregates the variety of contexts, decision types, DNEs, and their definitions exist. Sunstein (2014) introduced ten analog Nes, i.e., default
effectiveness to promote ESB. We, therefore, highlight well-researched rules, simplification, reminders, implementation intentions, social norms,
and effective DNEs in specific contexts and shed light on blind spots. ease and convenience, disclosure, warnings, pre-commitment strategies, and
This paper contributes to research by deriving meta-inferences of consequences. Schubert (2017) introduced the term Green Nudges that
context-specific DNEs designs and configurations. Next, by hypothesiz aims at promoting ESB and divided them into the simplification of
ing underlying mechanisms between contexts and DNE effectiveness product information (e.g., labels), social norms, and default rules. Lehner
that require further study to verify, and by pointing out missing et al. (2016) mention the elements simplification, framing, changes to the
research, we offer impulses for further research directions. For practice, physical environment, default rules, and social norms as nudging elements
our framework provides an applicable tool to design effective DNEs for a to promote sustainable consumption behavior, whereas Zimmermann
respective context. We aim to stimulate practitioners from different et al. (2021) found seven DNEs that promote sustainable consumption
domains to leverage DNEs to engage their users in ESB. behavior and ordered them into by their time of application: before
(priming, goal setting), during (decoy, defaults), after (feedback, social
2
comparison), and throughout the action (framing). Mirsch et al. (2017) we categorized social norms as a DNE applied before action, like priming.
mention similar nudging elements that can be implemented in a digital Similar argumentation counts for including the DNE simplification
world. Lembcke et al. (2019) state that prior literature focused on pure instead of decoy in the list of Zimmermann et al. (2021). Priming and goal
offline or pure online user journeys to implement nudging elements. The setting differ in the pre-commitment strategy (Sunstein, 2014). While for
research team proposes a somewhat blended environment in which the goal setting, consumers actively commit to a goal, aiming to increase
analog and digital world influence or affect each other (unintendedly or their motivation to behave in line with the pre-committed goal, priming
intendedly). We focus on nudges implemented in a digital is more general without using a pre-commitment strategy. Priming aims
decision-making environment (here: DNE) but can lead to both behav to simulate feelings or thoughts to prepare for the decision.
ioral target environments – in an analog (e.g., food intake) and digital (e.
g., application usage) environment.
2.2. Related work
The DNEs that have been investigated in different contexts to pro
mote ESB and are therefore included in this study are shortly described
Research provides evidence that (digital) nudging effectively in
and exemplified in Table 1.
fluences individuals’ behaviors toward ESB (e.g., Ferrari et al. (2019);
Following Zimmermann et al. (2021), we order the DNE by their time
Lehner et al. (2016); Reisch et al. (2021)). Driven from their domain,
of application: before, during, after, and throughout the action. In addition
several studies investigate the efficiency of specific DNEs in a wide range
to the list of Zimmermann et al. (2021), we added social norms, which
of behavior contexts that cause adverse effects on the environment (e.g.,
are commonly known in the (D)NE literature (Mirsch et al., 2017;
energy, food, mobility, Fast-Moving-Consumer-Goods (FMCG), and others).
Lehner et al., 2016; Schubert, 2017; Sunstein, 2014). We also found
Studies in the context of energy aim to influence behavior toward energy
several studies analyzing this DNE to promote ESB (e.g., Berger et al.,
conservation (Brandsma and Blasch, 2019; Schultz et al., 2015; Loock
2020; Demarque et al., 2015; Momsen and Stoerk, 2014; and others). As
et al., 2013). Examples include the study by Cappa et al. (2020), which
Zimmermann et al. (2021) mention social norms as one type of priming,
analyzed different forms of feedback to foster energy conservative
Table 1
DNEs included in this study (time of application according to Zimmermann et al. (2021).).
DNE Time of Definition Example
Application
Priming Before action Priming is a way of preparing people for their choice by simulating Adding a website page with a visual emphasis on the conscious
feelings and thoughts through introducing specific topics, moods, or collection of the store before forwarding customers to the shopping
information like the consequences of their decision before it takes page to nudge them toward buying the more environmentally
place (Mirsch et al., 2017). sustainable product (Roozen et al., 2021).
Social norms Before action Social norms are "individual’s beliefs about the typical and condoned Descriptive norms: Displaying information on the donation willingness
behavior in a given situation" (Kormos et al., 2015, p. 480). Injunctive of participants in the past (in %) before providing the opportunity to
and descriptive norms exist (Cialdini et al., 1990). Injunctive norms donate to an environmental charity to nudge toward donating (
(which have not yet been studied to nudge toward ESB, only in the Fanghella et al., 2019).
form of social comparison, see below) characterize a socially desired
action (e.g., tip in a restaurant), whereas descriptive norms specify
"what is done" (Cialdini et al., 1990, p. 1015) (e.g., "57.23% of similar
households prefer a room temperature of 18 ◦ C or less in the
bedroom." (Kroll et al., 2019, p. 5)
Goal setting Before action Goal setting refers to the pre-commitment strategy introduced by Committing to an energy-saving target (% relative to baseline
Sunstein (2014), meaning that people are more likely to behave in electricity consumption in kWh) before tracking the consumption over
line with their goals if they committed beforehand to do so. 4.5 months to nudge toward energy-saving behavior (Loock et al.,
2013).
Default rules Action Default rules refer to a situation where the preferred choice has been Default C02 compensation in flight booking portals to nudge toward
pre-selected and will remain if the individual does nothing (Thaler donating C02 offsets (Székely et al., 2016).
and Sunstein, 2009). It is based on the need to preserve the status quo
(Kahneman, 2011) and procrastinate due to the time and effort
required to make active decisions (Sunstein, 2014).
Simpli- Action Simplification entails delivering complex (product) information or Using logos (e.g., smiling world face) on environmentally sustainable
fication framing specific characteristics more noticeably (e.g., by using logos) products to nudge toward buying these labeled products (Berger et al.,
(Sunstein, 2014). 2020).
(Real-time) (After) action Feedback supports people to reflect on whether their behavior is/was Real-time feedback: Using a smart meter in hotel showers to deliver
Feedback good or improvable and points out the consequences of the decisions ( real-time feedback on water consumption by displaying a polar bear
Cappa et al., 2020). Thus, feedback manages to circumvent inertia or standing on a melting ice floe to nudge toward consuming less water
procrastination and can be applied to motivate people, similar to when showering (Tiefenbeck et al., 2019).
reminders (Sunstein, 2014). Feedback: Providing detailed and customized feedback on energy
consumption regarding its impact in terms of costs and C02 pollution to
nudge toward behaving more energy conservatively (Cappa et al.,
2020).
Social After action Social comparison is one specific form of feedback in which consumers Receiving insights on the consumption of similar or comparative
comparison receive information on their peers’ behavior, which is then compared households to understand whether one consumes more or less energy
with their own behavior or consumption (Zimmermann et al., 2021). than the regarded peer group (Schultz et al., 2015).
Social comparison can be divided into descriptive and injunctive Descriptive: Bar chart indicating individuals’ weekly energy
feedback (based on social norms. Individuals often orient themselves consumption to the average consumption of similar households (Graml
toward the behavior of others (descriptive) and aim to learn what et al., 2011).
behavior is desired (injunctive) (Cialdini et al., 1990). Injunctive: Displaying grades from A to G (A = a high level of approval
of energy consumption, G = a high level of disapproval) (Loock et al.,
2011).
Framing Throughout Framing makes use of the bias of "anchoring" (Thaler and Sunstein, Renaming the vegetarian food category on the menu into a pro-
2009), referring to the fact that by presenting the same information in environmental (“environmentally friendly main courses for a happy
different ways/frames, people tend to decide differently. planet” frame instead of a vegetarian frame (“vegetarian main courses”)
to nudge toward choosing the more environmentally sustainable
vegetarian dish (Krpan and Houtsma, 2020).
3
behavior or studies that aim to choose more renewable energy contracts DNE are defined. Second, ideation and design of suited DNEs are per
(Momsen and Stoerk, 2014; Pichert and Katsikopoulos, 2008). The formed. Third, the DNE is implemented in the chosen technology
context of food has been mainly investigated because, despite the channel. Fourth, the effectiveness of the DNE is evaluated regarding the
growing world population and thus increasing demand for food, the intended behavioral change and relevant KPIs.
global food system has significant weaknesses in terms of environmental
sustainability (Reisch et al., 2021). DNE studies in this context aim at 3. Research approach
nudging for products or meal choices that cause less negative environ
mental impacts (Berger et al., 2020). Additionally, mobility is one of the Structured literature reviews are appropriate if a similar research
few contexts where emissions are still increasing. Thus, it offers excel question has been analyzed in different empirical studies and aim at
lent potential for DNEs to promote ESB (Chapman, 2007). One example describing, summarizing, evaluating, explaining, or integrating prior
includes the study of Schrills et al. (2020), who aimed to nudge toward results (Fettke, 2006). Applying this method, the researcher can high
selecting battery electric vehicles in car sharing by testing different light inconsistencies or contradictions and point out the possibility of
configurations of the DNE framing. Studies in the context of FMCG generalizable results, unsolved problems, and thus research gaps. This
(Grebitus et al., 2020; Roozen et al., 2021) focus on buying decisions for paper conducts a systematic literature review to collect existing empir
goods characterized by a relatively low price and that are consumed ical evidence using DNEs to foster ESB. To answer our research question,
frequently and rapidly, which is why buyers attach little importance to we followed the five-stage procedure of Wolfswinkel et al. (2013) to
the purchase decision (Leahy, 2011). These contexts represent con rigorously review and analyze existing literature (see Table 2). Thus, we
sumption and behavior areas that significantly impact CO2 emission and started with searching and selecting relevant literature, as proposed in
resource consumption, leading to tremendous adverse effects on the the guidelines for interdisciplinary reviews of Webster and Watson
environment. It becomes apparent that the studies are very strongly (2002) and vom Brocke et al. (2015). Based on the findings from our
limited to their own context and their selection of DNEs. Next to these literature search, we analyzed the remaining works. As Wolfswinkel
studies, the research provided an overarching overview of single or et al. (2013) suggest, we used elements of Grounded Theory (Glaser and
several (D)NEs to promote ESB in one specific context by conducting Strauss, 2017) to code and develop a framework that provides a
literature reviews or meta-analyses. The work of Karlin et al. (2015) comprehensive IS lens on ESB-relevant contexts and DNEs investigated
summarizes the effects of feedback on energy conservation or the work of in the studies selected.
Osbaldiston and Schott (2012). They conducted a meta-analysis on Starting with the Define stage, we set the scope of the research,
treatments to promote ESB in terms of energy and water conservation selected a database, and defined a suited search string (Wolfswinkel
and recycling behavior (context: energy). Ferrari et al. (2019) gathered et al., 2013). DNEs are used in a variety of contexts and disciplines to
findings on how (D)NEs can be used to improve the environmental promote ESB. In accordance with the presented theoretical background,
impact of the food supply chain (context: food). our main scope is to cover the disciplines of IS, behavioral sciences as
Studies can be distinguished between either analyzing the concrete part of psychology, and ecological sciences. We chose three main da
configuration of a single stand-alone DNE (e.g., extremely strong, tabases to perform a query to reflect the current level of research con
strong, weak, and extremely weak social norms to promote pro- cerning DNEs to promote ESB: First, we chose Web of Science, which
environmental food choices (Demarque et al., 2015)) or the compari contains a large amount of multidisciplinary literature across time
son between multiple stand-alone DNEs or their combination (e.g., (Zupic and Čater, 2015). Second, we enhanced our search field with the
default rules, priming, and their combination when promoting the use of Scopus database, which provides a wide range of interdisciplinary
electric cars (Stryja et al., 2017)). Additionally, studies differ in the content and specialization in global representation (Elsevier, 2021).
behavioral target environment (physical vs. digital) of the DNE Third, we searched the AIS eLibrary (AISeL) due to its specialization in
(Lembcke et al., 2019), hence whether the decision that gets nudged is worldwide IS literature and focus on conference proceedings, which
taken in the digital environment (e.g., managing the heating system via enables the inclusion of recently published studies (AIS eLibrary, 2021).
a smart home app) or in a physical environment (e.g., the DNE imple We built a search string consisting of three components to query the
mented in an app reminds you to turn down the heating when opening databases. The first component was installed to focus on nudging and
the window, but the heating must be managed physically). As prior behavioral change: (Nudg* OR “persuasive system*” OR “behavior
research showed that individuals seem to behave differently in a digital change”). To focus on nudging in digital environments, the second
environment, we argue that a separate consideration of the physical vs. component, consisting of (digital OR technolog* OR “information system*”
digital behavioral target environment is necessary to conclude the OR online) was installed. The third component was used to specialize in
effectiveness of DNEs. Lastly, studies differ in their type of choice to be ecological sustainability: (sustainab* OR eco-“ OR ecologic* OR environ
influenced: binary (e.g., yes/no), discrete (e.g., choice out of several ment* OR green). The operator AND combined the three components
products), and continuous (e.g., regulating the room temperature) resulting in a defined unbiased boolean search string, which was then
choices (Schneider et al., 2018). While Schneider et al. (2018) examined applied in the following stage (Gusenbauer and Haddaway, 2020). We
different DNEs to counteract the biases induced by choice type, no study first defined exclusion and inclusion criteria to select relevant work for
has analyzed if the use of DNEs has been tested successfully. our research question. The author team discussed the decisions on
Looking at the topic from an IS lens, the domain engaged in theo ambiguous cases for inclusion or exclusion. Exclusion criteria included:
retically transferring NEs into DNEs (Weinmann et al., 2016), devel (EC1) studies not written in English or with no full text available, (EC2)
oping design approaches for DNEs (Schneider et al., 2018; Mirsch et al., research in progress, (EC3) studies mentioning digital nudging as future
2018), and structuring the field, e.g., along the time of interaction plans/only as a keyword without providing specific research on DNEs,
(Zimmermann et al., 2021). Research in the area of DNEs to promote and (EC4) studies dealing with DNEs that aim at any other behavior
ESB still appears to be highly fragmented due to its perspective from the change than toward ESB. Therefore, for example, the study by Fennis
specific behavioral context, leading to difficulty in forming definite et al. (2020) was excluded as the research aim was on nudging toward
conclusions regarding the effectiveness of the various types and guid healthy behavior. Lastly, (EC5) studies were excluded if they did not
ance on their application. Especially to structure and systematize the report empirical evidence (effect size) on the use of DNEs but focused on
development of DNEs, research provides systematic methods (Schneider the design requirements of these DNEs. An example includes the study
et al., 2018; Mirsch et al., 2018). For instance, the method of Mirsch by Werkmeister et al. (2021), as while they focus on promoting sus
et al. (2018) aims to guide the structured development of DNEs along tainable travel behavior through carpooling, the study aimed to design a
four sequential steps in an iterative method (Fig. 1): Within the first step, mobile application to promote carpooling without empirically testing
the context of the DNE is analyzed, and the goals associated with the DNEs of the app. Next to the five exclusion criteria, we defined two
4
Fig. 1. Digital nudge design method as per Mirsch et al. (2018).
proceedings only. The initial search yielded 561 works. After filtering
Table 2
for English papers and conference proceedings, 463 remained (see
Research approach based on Wolfswinkel et al. (2013).
Fig. 2). In our results, we identified existing literature reviews on (D)Nes
Stage Proposed activity Realization in this work to promote ESB (Zimmermann et al., 2021; Hummel and Maedche,
Define Identifying the fields of Information systems, behavioral 2019; Mirsch et al., 2017; Schaer and Stanoevska-Slabeva, 2019) and
research science, ecological science conducted a backward search in these papers, which yielded 251
Determining the appropriate AISeL, Web of Science, Scopus
studies. Added these, our search resulted in 687 papers.
sources
Search-string definition (Nudg* OR “persuasive system*” OR
Within the Select stage, we screened the works, refined the sample
“behavior change”) AND (digital OR (Wolfswinkel et al., 2013), and removed a total of 224 duplicates
technolog* OR “information system*” resulting from the search in three different databases and backward
OR online) AND (sustainab* OR eco-“ seach in the identified literature reviews (e.g., papers that were found in
OR ecologic* OR environment* OR
the Scopus database are marked as duplicates if we already identified
green).
Defining the criteria for Experimental research studies on DNEs them in the AISeL database or in the backward search based on the
inclusion and exclusion to promote ESB literature reviews). To this sample, we added 8 studies we previously
Search Query within the proposed Sample of 561 papers, resulting in 463 knew but were not included in our search (Larsen et al., 2019). With the
databases using the search after filtering for English articles and
collected 471 works, screening the selected studies started. Considering
string conference proceedings
Select Refining the sample of Reduction of the sample down to 56
the previously defined inclusion and exclusion criteria, the papers were
studies to be reviewed based on duplicates, abstract, title and screened first by title, abstract, and full text. With this, for ambiguous
full screening, backward search in cases, we primarily focused on the enforcement of IC2: Though, in many
identified literature reviews and papers, the study was conducted online, the studied element was
previously known papers
implemented in a non-digital environment. Furthermore, we concen
Analyze Open coding Development 10 higher-level categories
Axial coding Identification of interrelation between trated on papers that affected not only the intention of changing the
core and sub-categories consumers’ behavior but measured an actual behavioral change (IC1).
Selective coding Re-conceptualization and development We excluded several papers as the study did not include measuring the
of relationships between concepts effect size according to EC5. After the full-text screening, a collection of
Present Representing and Context Digital Nudging Elements
structuring the content and Framework
56 papers resulted (see Fig. 2).
research article For the Analyze stage, we followed the suggested coding techniques
of Wolfswinkel et al. (2013) to examine the resulting works. We care
fully read all selected papers in this stage and highlighted any insight or
inclusion criteria. (IC1) Studies were included that measured an actual finding we defined as relevant. All highlighted parts, being words,
behavioral change instead of only measuring the intention of behavioral sentences, or paragraphs, are then considered as ‘excerpts.’ Building on
change. The study of Shevchuk, N. & Oinas-Kukkonen, H. (2019) ex elements of Grounded Theory (Glaser and Strauss, 2017), we applied
emplifies this criterion: they investigate the influence of persuasive open, axial, and selective coding to analyze these excerpts and develop a
systems on motivation and attitude formation and subsequent intention framework covering the current state of research on DNEs to promote
to change ecological behavior. However, since no actual behavioral ESB.
change, but only changes of intention, is measured, we excluded this We aimed to develop mutually exclusive, higher-level concepts or
study. (IC2) Studies were included that conducted an online exper categories that help structure the field of research (see Fig. 4). We
iment/survey in which nudges are implemented in a digital decision structured these concepts along the main phases of the socio-technical
environment. An ambiguous example includes the study of Krpan and development process for DNEs (Mirsch et al., 2018; Schneider et al.,
Houtsma (2020), who tested different category names of vegetarian 2018). Therefore, we (1) identified concepts referring to the context and
dishes (DNE framing) on a restaurant menu. While the study aimed at the goals of the DNE. (2) Second, we developed concepts addressing the
optimizing “offline” restaurant menus, the experiment was conducted DNE intervention consisting of DNE design and implementation. (3)
online, which is why we decided that in this case, the decision is still Third, we developed concepts addressing the intervention’s
made in an online environment; hence we included the study. (IC3) effectiveness.
Next, we included studies that implemented DNEs focusing on either a
digital or physical behavioral target environment. An example of a study (1) Starting with understanding the social context inducing an ESB
focusing on a physical behavioral target environment includes the study relevant choice (e.g., Energy), we use two key concepts to disen
by Graham et al. (2011). The study tested the DNE feedback in a digital tangle the induced choices: First, we classified the type of choice
environment (Web portal) to nudge toward driving fewer miles. While (i.e., binary, discrete, and continuous) as proposed by Schneider
the nudge is implemented online, the target environment is physical, as et al. (2018). Second, we analyzed in which environment the ESB
the decision to take the car or not takes place in the physical relevant behavior should occur (i.e., online, offline, or undefined)
environment. as proposed by Lembcke et al. (2019).
Within the Search stage, we performed the actual search within the (2) About the step of nudging design, we examined the DNE inter
selected databases (Wolfswinkel et al., 2013). In all three databases, the vention of the works. We referred to the DNE typologies used by
search string was applied to title, abstract, and keywords in October Lehner et al. (2016), Mirsch et al. (2017), and Zimmermann et al.
2021. Also, the search results were filtered for articles and conference (2021) (see Table 1). Moreover, we characterized the setup by the
5
Fig. 2. Structured literature review.
implementation strategy (i.e., combinations of DNEs, the Furthermore, the enumeration is used to depict the studies in the
configuration of single stand-alone DNEs, or the comparison of following framework (Section 4.2). Regarding the publication date,
multiple stand-alone DNEs) and the used control variables of the most studies were conducted in 2019 (13 studies), followed by 2020 (12
studies (e.g., user preferences, social background, etc.). studies), emphasizing that the topic is up-to-date and relevant. One
(3) Regarding the evaluation of intervention’s effectiveness, we study date back to 2007 in the context of energy. The remaining 27
coded for the DNE effectiveness categorized by the effect size, studies were conducted between 2010 and 2018 (see Table 3).
significance, and other influence factors outlined in the works Analyzing the studies’ location, we found 75% of all investigations were
(Mirsch et al., 2018). Subsequently, we applied axial coding to conducted in Europe, with the majority (27 studies) originating from
draw on the interrelation between categories and their sub Germany, Austria, and Switzerland. All North American studies (10
categories. studies) were conducted in the United States. Two studies were found
from Asia, and one from Australia. When analyzing the ESB contexts of
We then applied selective coding to re-conceptualize the categories the studies, we found eight different contexts (see). Most studies (19)
and developed the relationships between the concepts. As a result of our were found in the context of energy, followed by mobility (11) and food
coding procedure, we obtained central building blocks and connections (8). Four studies were found in water, FMCG, durable goods, and donation
of our framework developed on top of them to DNEs and ESB (see Fig. 3). contexts. Next to the explained contexts in Section 2.2 (energy, food,
Within the Present stage, the discovered perspectives, insights, and mobility, FMCG), we exemplify the remaining contexts identified in the
ideas are communicated (vom Brocke et al., 2015; Wolfswinkel et al., literature review: water, durable goods, and donation. Studies in the
2013). For this step, we chose to leverage the insights of our literature context of water aim to nudge toward behaving more water conserva
review by a framework providing a comprehensive IS lens on DNEs and tively. Examples include the study of Tiefenbeck et al. (2019) that
ESB. The framework is structured along the building blocks obtained analyzed (real-time) feedback in a smart meter display showing a polar
from coding and thus covers the main phases of Schneider et al. (2018): bear on a melting ice floe to increase awareness of water consumption
Following their logic, we map the context and the underlying choices to while showering to nudge toward consuming less. Studies in the context
promote ESB with DNE interventions and the resulting effectiveness. of durable goods aim to nudge customers toward choosing environmen
Thereby, we aim critically shed light on existing research gaps, draw tally sustainable configurated TVs (Hankammer et al., 2021) or buying
overall conclusions about differences in contexts, and stimulate practi more sustainable cars instead of conventional ones (Folkvord et al.,
tioners by providing an overview of effective DNEs, hence providing 2020). Lastly, studies in the context of donation aim to influence
guidance when applying the DNE implementation process (Mirsch et al., behavior toward increasing the willingness to donate to an environ
2018). mental charity (Fanghella et al., 2019).
Regarding the DNEs under investigation, we found that feedback was
4. Results used most often, followed by default rules, priming and social comparison.
Since some of the selected studies examine several or combinations of
4.1. Studies on digital nudging elements to promote ecologically DNEs, the corresponding studies were counted several times.
sustainable behavior
Overall, we explored 56 research studies in detail. Table 3 lists all 4.2. Context Digital Nudging Elements Framework
selected works, presenting information on the context (see Fig. 4), the
behavioral target environment by the DNE(s) (i.e., physical, digital, or To conceptualize the results of our literature review, we developed
undefined), the type of choice influenced by the DNE(s) (i.e., binary, the Context Digital Nudging Elements Framework (CDNEF) (see Figs. 6
discrete, or continuous) and the DNE(s) type investigated (see Fig. 5). and 7 ) that allowed us to analyze the current status quo on DNEs used to
More details of the studies can be found in the appendix (Table 4). promote ESB in various contexts. This framework uses the building
blocks (see Fig. 4) and brings together the context and the
6
Fig. 3. Building blocks and interrelations from coding.
Fig. 4. Studies per context.
accompanying decision situation with effective DNEs and design pa block: type of choice) presented in the study, which can have different
rameters. Thus, the core structure of the CDNEF is a matrix mapping a characteristics (e.g., binary, discrete, or continuous) (Schneider et al.,
context to promote ESB, with DNE types being subject to studies 2018). The results of the covered studies are thus presented in the
investigating their effectiveness (see Fig. 6). spanning matrix of the framework corresponding with the IDs from
We arranged the DNEs types (e.g., default rules) along the horizontal Table 3. Here, the CDNEF provides information on whether a single
axis, juxtaposed with the contexts (e.g., energy) on the vertical axis (see stand-alone DNE (square symbol), multiple stand-alone DNEs (circle
Fig. 6). Furthermore, the CDNEF includes the behavioral target envi symbol), or a combination of DNEs (pentagon symbol) were investigated
ronment in which the behavior change is desired (e.g., digital: the in the studies (i.e., the implementation strategy of DNE(s)). An example
heating is regulated via the smartphone app or physical: users should of a study that studied a single stand-alone DNE is the study with the ID
physically turn down thermostats) (Lembcke et al., 2019). The CDNEF is 16 by Demarque et al. (2015) (see square symbol with ID 16 in Fig. 7),
supplemented by information about the decision options (i.e., building who studied different configurations of the DNE social norms (weak vs.
7
Table 3
Results of the literature review.
ID Study Context Behavioral target environment Type of choice DNE(s)
1 Abrahamse et al. (2007) Energy physical continuous Priming, goal setting, feedback
2 Amatulli et al. (2019) FMCG, Donation undefined discrete Framing
3 Anagnostopoulou et al. (2019) Mobility physical discrete Feedback
4 Antonides and Welvaarts (2020) FMCG digital discrete Default rules, framing
5 Arquit Niederberger and Champniss (2018) Durable Goods digital discrete Simplification
6 Bacon and Krpan (2018) Food digital discrete Framing
7 Berger et al. (2020) Food digital discrete Default rules, simplification, social norms
8 Brandsma and Blasch (2019) Energy physical binary Goal setting, feedback
9 Brent et al. (2015) Water physical continuous Social comparison
10 Buchanan and Russo (2019) Energy physical discrete Feedback
11 Cappa et al. (2020) Energy digital continuous Feedback
12 Codagnone et al. (2016) Durable Goods physical discrete Simplification
13 Dahlinger et al. (2018a) Mobility physical continuous Feedback
14 Dahlinger et al. (2018b) Mobility physical continuous Feedback
15 Degirmenci and Recker (2018) Other digital continuous Social comparison
16 Demarque et al. (2015) Food digital discrete Social norms
17 Doran et al. (2017) Mobility physical discrete Social comparison
18 Ebeling and Lotz (2015) Energy digital binary Default rules
19 Emeakaroha et al. (2014) Energy physical continuous Feedback
20 Fanghella et al. (2019) Donation undefined continuous Priming, social norms
21 Folkvord et al. (2020) Durable Goods undefined binary Simplification
22 Franzen and Mader (2020) Donation undefined discrete Priming
23 Gajewski et al. (2021) Other digital binary Default rules, priming
24 Ghesla et al. (2020) Energy physical continuous Goal setting, framing
25 Graham et al. (2011) Mobility physical continuous Feedback
26 Graml et al. (2011) Energy physical continuous Social comparison
27 Grebitus et al. (2020) FMCG digital discrete Priming
28 Grinstein and Riefler (2015) Food undefined discrete Framing
29 Grønhøj and Thøgersen (2011) Energy physical continuous Feedback
30 Hankammer et al. (2021) Durable Goods digital discrete Default rules
31 Henkel et al. (2019) Energy digital binary Default rules, priming
32 Huber et al. (2019) Mobility physical continuous Priming
33 Kroll et al. (2019) Energy digital discrete Social norms, goal setting
34 Krpan and Houtsma (2020) Food undefined discrete Framing
35 Lembcke et al. (2020) Food digital discrete Feedback
36 Lieberoth et al. (2018) Mobility physical continuous Goal setting, social comparison
37 Loock et al. (2011) Energy physical continuous Social comparison
38 Loock et al. (2012) Energy physical continuous Social comparison
39 Loock et al. (2013) Energy physical continuous Goal setting
40 Momsen and Stoerk (2014) Energy digital binary Priming, framing, social comparison, default rules
41 Nilsson et al. (2014) Energy physical continuous Feedback
42 Prusaczyk et al. (2021) Food digital discrete Default rules, priming
43 Roozen et al. (2021) FMCG digital discrete Simplification, priming
44 Schrills et al. (2020) Mobility digital discrete Framing
45 Schultz et al. (2015) Energy physical continuous Feedback, social comparison
46 Stryja and Satzger (2019) Mobility digital binary Default rules, priming, feedback
47 Stryja et al. (2017) Mobility digital discrete Default rules, priming
48 Székely et al. (2016) Donation digital binary Default rules
49 Taube and Vetter (2019) Food digital discrete Default rules
50 Tiefenbeck et al. (2018) Water physical continuous Feedback
51 Tiefenbeck et al. (2019) Water physical continuous Feedback
52 Tussyadiah and Miller (2019) Energy physical continuous Social comparison
53 Wemyss et al. (2019) Energy physical continuous Social comparison
54 Willis et al. (2010) Water physical continuous Feedback
55 Wolf (2020) Other digital discrete Feedback
56 Wunsch et al. (2015) Mobility physical continuous Social comparison
strong norms). Furthermore, we provide information on whether an behavioral target environment (8 studies) but showed mixed results. The
efficacy with a significant effect was reported (see “Effect significance”, DNE showed promising results in the context of e-commerce (i.e., food,
hence coloring in back, grey, or white in Figs. 6 and 7). Moreover, the FMCG, durable goods), interestingly for discrete types of choices (Pru
framework offers additional information on the effectiveness (see saczyk et al., 2021; Grebitus et al., 2020; Bacon and Krpan, 2018).
“Further notes on the effect”, hence the use of *, or **, next to the ID in Priming has been analyzed in combination (see legend for study design in
Figs. 6 and 7). In some studies, the effectiveness could only be confirmed the CDNEF in Fig. 7) with goal setting and default rules (twice each).
for specific target groups (e.g., the * of the study with the ID 7 from While in the context of mobility, the combination of priming and default
Berger et al. (2020) relates to the fact that the DNE simplification only rules (discrete choice) (Stryja et al., 2017), did not show a significant and
showed significant positive results for environmentally conscious cos positive result. Moreover, the combination with goal setting worked for a
tumers). We marked the study by Wemyss et al. (2019) with ** meaning continuous choice study in the context of energy (Abrahamse et al.,
that the positive effect on energy consumption measured by the use of 2007) and in combination with default rules for a binary choice in the
the DNE social comparison (see Fig. 7) declined over time. context of socially responsible investment (SRI) (Gajewski et al., 2021).
Regarding the DNEs implemented before action (Zimmermann et al., Overall, priming seems promising for discrete choices in e-commerce but
2021), the DNE priming has been primarily investigated in a digital only with special configuration in the context of mobility, donation, and
8
Fig. 5. Studies per DNE type.
Fig. 6. Simplified version of the Context Digital Nudging Element Framework (CDNEF) (ID refers to paper ID in Table 3).
SRI (in context: other). digital world as it has been exclusively investigated in a digital behav
The DNE social norms was investigated in a few studies providing ioral target environment. Interestingly, default rules showed no signifi
varying results depending on the context. Overall, social norms led to cant positive results when combined with priming in the context of
positive results either when combined with another DNE (goal setting) mobility while when implementing it alone, it proved effective (Stryja
(Kroll et al., 2019) or when a specific configuration was analyzed et al., 2017).
(Demarque et al., 2015). We found studies examining social norms in a While DNEs like goal setting or feedback received no attention in the
digital behavioral target environment with significant positive results e-commerce area (food, FMCG, durable goods), the DNE simplification has
only in the context of food (Demarque et al., 2015). We found no studies only been investigated in these contexts so far, mainly for discrete
focusing on the contexts of water, FMCG, durable goods, or mobility. choices (Berger et al., 2020; Roozen et al., 2021; Arquit Niederberger
Fanghella et al. (2019) analyzed social norms in the context of donation, and Champniss, 2018; Codagnone et al., 2016) and once for binary
but without significant results. choices (Folkvord et al., 2020) with overall promising results. Three out
Goal setting was mainly studied in the context of energy and all types of the five studies showed positive results. They were investigated in a
of choices. However, we did not find studies analyzing goal setting in any digital behavioral target environment. At the same time, Folkvord et al.
other contexts besides Lieberoth et al. (2018), who analyzed the com (2020) and Codagnone et al. (2016) reported positive results in an un
bination of goal setting and social comparison in mobility, without any defined behavioral target environment and dependent on the specific
significant results. Overall, goal setting has been investigated mainly in DNE configuration.
combination with other DNEs: feedback (Brandsma and Blasch, 2019; Considering DNE interventions after the action, feedback and social
Abrahamse et al., 2007), social norms (Kroll et al., 2019), social com comparison, have mainly been investigated in a physical, behavioral
parison (Lieberoth et al., 2018), and framing (Ghesla et al., 2020). target environment. Only feedback has been studied in a digital envi
Moving to the DNEs applied during action, the DNE default rules shows ronment (Cappa et al., 2020; Lembcke et al., 2020; Stryja and Satzger,
the most promising results and seems to best unleash the potential of the 2019; Wolf, 2020) with encouraging results. Still, most feedback studies
9
Fig. 7. Context Digital Nudging Element Framework (CDNEF) (ID refers to paper ID in Table 3).
10
in the energy context analyzed it in a physical environment (Abrahamse 5.1.1. Design and effectiveness of digital nudging elements
et al., 2007; Emeakaroha et al., 2014; Dahlinger et al., 2018a; Degir The CDNEF allows identifying meta-inferences beyond the infor
menci and Recker, 2018) with varying results regarding the effective mation provided within the individual studies. These meta-inferences
ness of the DNE intervention. These DNEs were mainly analyzed in the also serve as a starting point toward providing cross-contextual and
context of energy (Brandsma and Blasch, 2019; Graml et al., 2011; context-specific design principles for the different DNEs (Meske and
Grønhøj and Thøgersen, 2011; Schultz et al., 2015), water (Brent et al., Amojo, 2020) by collecting studies that contain insights on designs of
2015; Tiefenbeck et al., 2018, 2019) and mobility (Dahlinger et al., the specific DNE in each context. We, therefore, offer an in-depth un
2018a, 2018b; Wunsch et al., 2015). Only Lembcke et al. (2019) derstanding of how DNEs can promote ESB in different contexts.
analyzed the effectiveness of feedback in the context of food. Overall, for Starting with the cross-contextual findings, we found default rules to
these DNEs, studies focused on the specific configuration (displayed in be the most promising DNE to promote ESB in all contexts. Moreover,
grey in the CDNEF) in order to be effective (e.g., testing descriptive vs. this DNE appears highly suited and straightforward to implement in the
injunctive social comparison), which we further analyze in the following digital world, as it has been exclusively investigated in a digital
section. behavioral target environment.
Framing is the only DNE for which we did not find significant results Existing literature reviews hitherto mostly used DNEs to structure
without investigating specific configurations. Several studies in the their analysis. For example, Zimmermann et al. (2021) found mixed
context of food (Bacon and Krpan, 2018; Grinstein and Riefler, 2015; results in the DNE priming. Therefore, the analysis in this paper is
Krpan and Houtsma, 2020) analyzed different configurations of framing extended to include the dimension of context. Looking at the studies in
and found positive results for specific configurations (e.g., Krpan and the specific matrix fields of the CDNEF in detail, we can observe
Houtsma (2020) investigated different names for the menu heading of context-specific design differences that might influence its effectiveness.
vegetarian food and found that all frames, including social, For instance, in the context of mobility, studies found that
pro-environmental and neutral frames increase vegetarian food choices pro-environmental priming is less effective (e.g., compared to messages
compared to the traditional vegetarian heading). Even though framing containing cost-related information), akin to results in the donation
seems to be easily implemented into a digital behavioral target envi context. But studies in the context of food and FMCG found
ronment like priming or default rules, only four studies (Momsen and pro-environmental priming messages to be effective (e.g., displaying
Stoerk, 2014; Bacon and Krpan, 2018; Antonides and Welvaarts, 2020; “conscious collection” of the store before forwarding the costumer to the
Schrills et al., 2020) investigated it. Hence we cannot support the shopping page (Roozen et al., 2021)). Similar to the findings in the
promising results of Zimmermann et al. (2021). context of energy, where priming with environmental consequences of
Overall, the CDNEF provides a framework to analyze the current higher energy usage (e.g., global warming (Abrahamse et al., 2007))
status of which DNEs were investigated in contexts to promote ESB. The increased ESB. We, therefore, shed light on the different configurations
provided perspective indicates that research, on the one hand, has of priming in the contexts of mobility and donation compared to the
provided many DNE studies for contexts that are directly linked to contexts of food, FMCG, or energy. In the first two mentioned contexts, a
resource savings or lowered CO2 emissions, i.e., the contexts of energy, pro-environmental argumentation in the form of priming messages is
water, and mobility. While these contexts seem to receive a lot of atten less effective. We assume that individual user attitudes and opinions bias
tion from a DNE perspective, other contexts, on the other hand, a rarely these contexts (e.g., vehicles are associated with status).
investigated. Especially the e-commerce sector (e.g., food, FMCG, dura Focusing on context-specific anomalies, feedback is predominantly
ble goods) offers few but promising studies. used in the contexts of energy and water, targeting physical behavioral
environments. Feedback as an intervention after the action helps quantify
5. Discussion and grade the user’s performance to optimize its cost-saving strategy.
Currently, energy-related studies (except for Cappa et al. (2020)) have
This study provides an analytical lens on the current state of research only investigated the effects of feedback and social comparison in a
on digital nudging to promote environmentally sustainable behavior in physical target environment. Especially with the rise of smart home
various contexts (e.g., energy conservative behavior in the context of applications, this opens an exciting area that could extend the promising
energy). Based on a structured literature review, we combine the results of feedback and social comparison into a digital behavioral target
research streams of context-driven studies and the conceptual works in environment (similar to Kroll et al. (2019), who transferred social norms
the IS domain to derive a framework (CDNEF) as a holistic, systematized and goal setting into a digital target environment, i.e., a smart home app).
lens of the current state of research is proposed. This work contributes to Hence, when moving into the digital world, the insights allow control
research by deriving meta-inferences of context-specific DNEs and of ling the necessary change directly toward ESB. For example, around
fering future research directions. For practitioners, the framework pro home applications, users can receive direct feedback on the sustain
vides an applicable tool for effectively designing DNEs for a respective ability of their behavior (e.g., via digital thermostats). This promotes the
context. Therefore, this section discusses how to supplement existing development of sustainable behavior patterns in everyday life, which
design processes for DNEs and contribute to their applicability. was impossible in a purely physical world. Thus, digitalization offers a
valuable opportunity to directly promote ESB than to address conve
5.1. Implications for research nience aspects solely.
As the CDNEF shows, the configuration of social comparison is crucial
In the following, we discuss this study’s implications for research. in the context of energy (see grey study IDs, e.g., Graml et al. (2011);
First, this study allows drawing conclusions on context-specific effective Loock et al. (2012)). The main findings of the studies applying social
designs of DNEs, i.e., by identifying meta-inferences of the current status comparison are that a combination of injunctive and descriptive norms is
quo of research on DNE to promote ESB (see Section 5.1.1). Second, we effective for both low- and high-consumption consumers (Graml et al.,
outline how the framework provides stimulating impulses for future 2011; Loock et al., 2011; Schultz et al., 2015). For low-consumption
research, i.e., by bringing up questions of underlying mechanisms consumers, using descriptive feedback (e.g., displaying its own con
influencing the effectiveness of DNEs in different contexts (see Section sumption compared to the peer group on a bar chart) only proved to be
5.1.2). counterproductive, causing ever higher consumption (Graml et al.,
Overall, by covering an extensive range of representative papers, we 2011; Loock et al., 2011; Schultz et al., 2015). In addition to these
assist fellow researchers by now quickly assessing the diverse configu valuable insights, the remaining study found that the social comparison
ration and application of DNEs to promote ESB with one paper rather with consumers living in a closer region is more efficient than the
than roam through numerous articles. comparison with people living further away (Loock et al., 2012).
11
Focusing on further studies testing different configurations of DNEs, First, the CDNEF stimulates hypothesizing on possible underlying
the CDNEF sheds light on studies investigating the effectiveness based mechanisms across contexts. Overall, our analysis indicates that the
on specific configurations of framing in the context of food (Bacon and utilization and effectiveness of DNEs enormously vary along with the
Krpan, 2018; Krpan and Houtsma, 2020; Grinstein and Riefler, 2015). ESB contexts, which might be due to underlying mechanisms concerning
Bacon and Krpan (2018) found that the use of a separate vegetarian possible trade-offs between cost and ESB. We suggest a relationship
section in restaurant menus even backfired, especially for people that between the contextual constraints on the ESB decision: When ESB is
usually eat less meat. In contrast, the use of “chef’s recommendation” or associated with reduced consumption, for example, in contexts such as
the more descriptive naming of the vegetarian meal increased the water or energy, the users attribute an ESB choice with lower costs (e.g.,
vegetarian food choice (e.g., “fresh seasonal risotto primavera” instead saving energy). Conclusively, this means that in consumption-related
of “risotto primavera” (Bacon and Krpan, 2018, p. 14). This goes along contexts, there is a congruence between individuals’ economic motiva
with the findings of Krpan and Houtsma (2020), where all framing (i.e., tions (i.e., saving costs) and the ESB. This influences the utilization and
environmental, social, and neutral frames) proved to be effective but the effectiveness of DNEs. For example, feedback and social comparison were
vegetarian one. widely used in consumption-related contexts (i.e., energy and water) in
In the contexts of food, FMCG, or durable goods, the DNE simplification which the DNEs aim to reduce the consumption of energy or water. We
offers promising results for interventions during action in digital behav hypothesize that the effectiveness of the DNEs in these consumption-
ioral target environments. Online stores may offer a great opportunity, related contexts triggers similar motivations of the users, which is
as labels on physical packaging are not as visible on a supermarket shelf saving costs. Examples include nudging toward environmentally sus
as they are right next to the price or similarly relevant product infor tainable programs for household applicants like washing machines that
mation in an online store. Looking into the studies in the contexts of food consume less energy than different programs (Kroll et al., 2019) or
and FMCG, the DNE simplification was designed focusing on pro- nudging toward consuming less electricity by providing feedback in a
environmental messages (e.g., labels displaying a happy world (Berger smart home display (Schultz et al., 2015).
et al., 2020)). In contrast, for durable goods (e.g., buying an electric car), In contrast, in contexts such as food or FMCG, ESB is rather associated
the labels including financial savings (e.g., lower taxes (Folkvord et al., with higher costs. In those contexts, choosing a more environmentally
2020)) act more efficiently than the focus on environmental impacts. In sustainable alternative might refer to higher costs (e.g., organic and
addition, online stores allow continuous interaction with the customer, regional products) or incurring perceived costs from the targeted
which is not yet possible in physical stores. The constant communication waiving of certain products (e.g., fruit is not in season). We, therefore,
with the user interface of the online stores enables, for example, indi consider shopping-related contexts instead to present trade-off situations
vidualized use of DNEs or continuous feedback on the customer’s between costs and ESB for consumers. Examples include nudging toward
behavior. Real-time feedback, for instance, has been investigated in the vegetarian dishes on restaurant menus (Krpan and Houtsma, 2020) or
study of Lembcke et al. (2020) and found to increase the share of organic environmentally sustainable instead of conventional t-shirts in an online
products for customers with weak purchasing intentions for organic store (Roozen et al., 2021). Trade-offs between costs and ESB must not
goods. These efforts could be expanded by including feedback on envi only be financial but also due to missing flexibility and convenience. We
ronmental impacts. Additionally, the individualized communication suspect this underlying mechanism in the context of mobility. We argue
through the user interface offers new opportunities to individualize that behaving environmentally sustainable in the context of mobility
DNEs for target groups. As such, the study by Berger et al. (2020) might not only increase financial costs but also costs in terms of loss in
considered individual food choice motives and consumption patterns flexibility (e.g., due to limited ranges of electric vehicles or fixed train
and found that simplification (i.e., a label displaying a happy world for schedules). More environmentally sustainable options seem less attrac
sustainable products) is effective for environmentally conscious con tive due to missing availability or high prices.
sumers. This emphasizes the potential to provide individualized choice These findings offer important insight when selecting and designing
environments based on personal characteristics and preferences enabled DNEs for the underlying context (see Section 5.2 Practical Implication).
in digital decision environments. Thus, in contexts where ESB is directly linked with lower individual
The CDNEF also points out the fields in the matrix in which some consumption, such as energy or water, a primary individual motivation is
studies did not effectively test nudging elements (see white study IDs in triggered (e.g., saving money). In contrast, other contexts pursue ESB
Fig. 7). However, a particular configuration proved effective (see grey goals that are more intangible and do not refer to short-term, personal
study IDs in Fig. 7). Starting with social norms in the context of food benefits (e.g., less environmental pollution during production in a
while Berger et al. (2020) did not find positive results for a more un distant country). Here, additional motivation toward ESB is needed.
specific social norm (i.e., “More and more customers choose this sus Accordingly, we derive the first call for further research to verify the
tainable product” (Berger, page 6), Demarque et al. (2015) found that mechanism and its influence on the effectiveness of the DNEs compre
strong social norms (i.e., “90% of previous participants purchased some hensively. For instance, the context of energy has been intensively
ecological products” (Demarque et al., 2015, p. 171)) function well. researched, while knowledge on DNEs in the context of water is still
Additionally, the field of priming in the context of mobility points out the lacking. We hypothesize similar effectiveness of the DNEs in these
study undertaken by Huber et al. (2019), who found that cost-related consumption-related contexts (i.e., congruence of cost and ESB), which
messages function better than pro-environmental measures displayed, needs further research to verify.
while the pro-environmental measure (i.e., “electricity from renewable Along with this finding, we see a clear relation to gamification
energy sources to be used, thus protecting the environment” (Huber literature, which is intensely concerned with creating motivation for the
et al., 2019, p. 7)) did not lead to any effect. In contrast, the studies that desired behavior (Deterding et al., 2011). Gamification can be particu
did not find positive effects of priming in the context of mobility (Stryja larly promising for those contexts that do not create inherent incentives
and Satzger, 2019; Stryja et al., 2017) used pro-environmental messages through direct savings (i.e., mobility or shopping-related contexts, e.g.,
(e.g., promoting eco-friendliness of the electric car (Stryja et al., 2017)). food, durable goods, FMCG). Interestingly, we observed that the element
We might conclude that pro-environmental priming is less effective in goal setting, which is also known as a gamification element (Hsu et al.,
contrast to cost-related priming in the context of mobility. 2013) has only been studied in the context of energy. The investigation of
goal setting in the contexts where additional motivation is needed (i.e.,
5.1.2. Impulses for future research directions mobility or shopping-related context) is missing. We see a promising use
Next, we shed light on possible future research directions by (1) case for the DNE goal setting, which should be investigated in the future.
hypothesizing underlying mechanisms that require further study to Second, we call for future research in several areas. (A) Future
verify and (2) by pointing out white spots and missing research. research should investigate DNEs before the action (priming, social
12
norms, goal setting) and throughout the action (framing) in the context of providing insights on intended user behavior (i.e., physical or
durable goods. We hypothesize that decisions in these contexts are digital) and the decision-making process (i.e., binary, discrete, or
rather long-term decisions (e.g., buying a new car (Folkvord et al., continuous). We assist the definition of the intended behavior by
2020)). While currently, only DNEs during action (default rules, simpli shedding light on possible underlying mechanisms (see Section
fications) were studied, DNEs, especially before and throughout the ac 5.1.2) between the contexts (e.g., shopping vs.
tion, might be effective in influencing long-term decisions. (B) DNEs consumption-related context). In phase 2 (“Digital Nudge Idea
before action have not been intensively studied in the context of mobility. tion and Design”), the CDNEF allows identifying primary studies
Long-term planning is becoming more important to enable behavioral in the relevant matrix field of the framework. Thereby, it offers
changes in terms of mobility choices. Short-term planning reduces the insights into concrete design and configuration options for DNEs
number of options (e.g., unavailability of car sharing or expensive (e.g., the most effective level of social norms in the context of
tickets for public transportation). For example, planning a trip in food (Demarque et al., 2015)) as well as possible combinations
advance, one can decide between taking the train or renting an electric and configurations of single DNEs. For the third phase of the
car, while in this situation, these options seem less attractive due to process (“Digital Nudge Implementation”) the CDNEF and the
missing availability or increased prices. (C) Going along with call B, we contained studies provide a stimulus on how the DNEs can be
see a promising application of the DNE goal setting in contexts of mobility implemented (e.g., through examples of implementation in the
or shopping-related contexts, where additional motivation is needed to identified studies). However, the central added value of the
behave ESB, as ESB in these contexts often does not go along with cost CDNEF lies in the aggregation of knowledge about the expected
savings (e.g., in energy or water contexts). We argue that the impact of effectiveness of DNEs in specific contexts to bring about the
enhanced motivation through gamification (i.e., the DNE goal setting) desired behavior change (phase 4 “Digital Nudge Evaluation”).
could be even higher in contexts without a financial incentive. (D) Within this phase, the CDNEF can assist in selecting particularly
Especially in the shopping-related contexts, little research exists on the effective DNEs for a given target. Thus, the effectiveness of the
effectiveness of DNEs after action (feedback, social comparison). Digita DNE design process can be supported by leveraging existing
lization offers an interesting chance to implement these nudges (in a knowledge and pointing out relevant primary studies.
digital target environment), for instance, by providing feedback on the (2) By collecting and summarizing distributed knowledge (see Sec
shopping cart regarding its environmental impact or in comparison with tion 5.1.1)), we provide insights to DNEs that function robustly
its peer group (social comparison). (E) By including the differences in the independent of the underlying context and configuration (e.g.,
behavioral target environment in the CDNEF (Lembcke et al., 2019), default rules that seem to be effective when implemented online
future research can focus on better understanding the differences be to promote ESB independent of the underlying context). Also, we
tween the effectiveness of DNEs in a digital vs. physical world (Meske provide insights on the differences in the effectiveness of DNEs
and Amojo, 2020). While currently, studies in the context of energy and dependent on the underlying context (e.g., the configuration of
water consumption mainly focused on physical targeted environments, priming messages in the context of mobility or donation compared
through the rise of smart home technology, these insights should be to energy, food, or FMCG). Therefore, we provide practitioners
transferred and tested in a digital target environment (similar to Kroll with a guide to better assess which DNEs and design/configura
et al. (2019) who tested social norms and goal setting in a smart home app tion are most promising for the particular context in the decision-
(digital targeted environment)). (F) With the increasing relevance of making situation.
ESB, it seems appropriate to investigate further contexts with ESB
relevance (e.g., waste management), which have not yet been the focus 5.3. Limitations and outlook
of previous DNE research. (G) For areas in which several studies have
been performed (e.g., feedback in the context of energy), future research Like any research paper, our study is subject to limitations, showing
can derive design principles for the context-specific DNE, as pointed out further potential for future research. First, the scope of our work is set on
above, or perform a meta-analysis to confirm and combine the hy ESB, which is undoubtedly an urgent area that requires action. However,
pothesis concerning effectiveness in this study. sustainability is a far-reaching endeavor, and thus, the limited context of
this work encourages avenues for further research: First, the CDNEF is so
5.2. Practical Implications far limited to contexts related to DNE research. While this reflects the
current scope of this area and covers a wide area of essential decisions,
Aside the research implications, this study also offers practical value. this scope must not be defined as exhaustive and leaves room for further
Utility companies, supermarkets, mobility providers, and many more research. Second, on an even more abstract level, the research could
organizations and politics face the urgent need to increase ESB. How even be extended to other aspects of sustainability, such as social
ever, while DNEs can be an effective way to promote ESB, for many aspects.
practitioners, the systematic application of DNEs still poses challenges Second, the framework we developed contributes to research as it
(Mirsch et al., 2018). (1) We first assist practitioners by identifying offers an analytics lens on the field of ESB by bringing together DNEs and
relevant, structured primary studies when developing DNEs, according associated contexts. However, since ESB is a rapidly changing field of
to Mirsch et al. (2018) (Fig. 1). (2) Second, by summarizing existing research, it may be worthwhile to re-run this study in the future to keep
knowledge and deriving meta-inferences (see Section 5.1.1), we make up to date with the research progress. As policy intervention increases,
the previously distributed knowledge useable for practitioners. there could be significant changes in the pricing structure of products
that support ESB. For example, increased CO2 pricing could make ESB
(1) As pointed out by Meske and Amojo (2020), a key challenge is to products a financially attractive alternative in the long run (Tang et al.,
translate existing knowledge on DNEs into practical application. 2021).
This study offers a starting point to meet this challenge. The
CDNEF complements existing approaches that aim to structure 6. Conclusion
the development of DNEs, such as the process according to Mirsch
et al. (2018) (see Fig. 1). Our framework assists in performing the A change in human behavior is urgently needed to counteract the
key activities of the process by summarizing and pointing out current environmental deterioration and global warming. With the
relevant primary studies. For example, in phase 1 (“Digital Nudge diffusion of digitalization into our lives, decisions are increasingly made
Context”), practitioners must analyze the decision-making pro in a digital environment. Aside from removing and limiting choices by
cess. Our CDNEF supports the analysis of the DNE context by legislation or fiscal procedures, digital nudging is a promising technique
13
for influencing human behavior in an environmentally friendly way. Next, this study pinpoints research gaps and thus offers future research
However, the application of DNEs can produce counteractive results opportunities. Also, we derive meta-inferences of context-specific DNEs,
if implemented inconsiderately. Due to the highly fragmented structure that are not revealed by examining individual studies focusing on spe
of existing literature in this research area, we conducted a literature cific DNEs in their underlying context. Moreover, the CDNEF is of
review to identify relevant studies. We carefully analyzed 56 selected practical value as it strives to leverage DNEs in the context of IS devel
studies and developed a framework (CDNEF) that connects the research opment as we assist in selecting and designing effective DNEs in a spe
streams of context-driven studies and the conceptual works in the IS cific context and the associated decision type.
domain. It structures the studies by the contexts in which ESB should be Overall, DNEs present a promising approach to leveraging digital
promoted, and the DNEs examined. The findings of the studies (e.g., the technologies and counteracting the increasing human-induced envi
effectiveness of DNEs) are categorized in the resulting matrix. Addi ronmental deterioration. The presented work aims to stimulate the uti
tionally, we include the differences in the studies, meaning if they lization of DNEs suitable to the specific context and decision situation by
investigated single stand-alone DNEs, multiple stand-alone DNEs, or a giving a digital push with a real impact on our environment.
combination of DNEs, the behavioral target environment (digital vs.
analog), and the type of choice (binary, discrete, and continuous) which
is influenced. Declaration of competing interest
The CDNEF aims to structure the highly fragmented research area of
DNEs to promote ESB by using an IS lens. With the increasing relevance The authors declare that they have no known competing financial
of digital decision environments, DNEs gain a vital role in promoting interests or personal relationships that could have appeared to influence
ESB in various contexts. Thus, we aim to bridge the gap between the work reported in this paper.
research-driven from the context domain and works focusing on DNEs
from other fields (e.g., IS, psychology). The CDNEF contributes to Data availability
research by calling for grant theory to verify the expected underlying
mechanism that influences the effectiveness of DNE in specific contexts. Data will be made available on request.
Appendix
Table 4
Details on studies that resulted from the literature review.
ID Study Context Behavioral Goal Summarized DNE(s)
1 Abrahamse et al. (2007) Energy Less energy consumption Priming: tailored information on direct and indirect energy use
Goal setting: the goal of 5% reduction in energy use
Feedback: tailored feedback on induvial energy savings
2 Amatulli et al. (2019) FMCG, Donations to pro-environmental Framing: video before buying a shirt/battery/choosing amount of ecological
Donation organizations donation
3 Anagnostopoulou et al. Mobility Sustainable travel route choices Feedback: personalized persuasive interventions regarding urban travel route choice
(2019)
4 Antonides and Welvaarts FMCG Choice of sustainable make-up Default rules: status quo default option regarding the sustainability of a make-up
(2020) product product
Framing: lateral presentation of make-up products left-right versus right-left
5 Arquit Niederberger and Durable Choice of energy-efficient household Simplification: efficiency scores for household appliances
Champniss (2018) Goods appliance
6 Bacon and Krpan (2018) Food Choice of a vegetarian dish on a Framing: different presentations of vegetarian dishes on a restaurant menu
restaurant menu
7 Berger et al. (2020) Food Choice of organic products in an Default rules: pre-selection of organic products in a shopping cart of an online grocery
online grocery store store
Simplification: icon representing ecologically sustainable classification in an online
grocery store
Social norms: labeling products as “popular” in an online grocery store
8 Brandsma and Blasch (2019) Energy Less energy consumption Goal setting: self-determined energy conservation goal
Feedback: feedback on individual energy conservation in physical or environmental
values
9 Brent et al. (2015) Water Less water consumption Social comparison: Home Water Report comparing water usage to neighbors
10 Buchanan and Russo (2019) Energy Less energy consumption Feedback: personalized information of costs of standby power usage
11 Cappa et al. (2020) Energy Less energy consumption Feedback: customized, detailed feedback within the project aligning energy
production and demand
12 Codagnone et al. (2016) Durable Choice of eco-labeled car Simplification: eco-labels on motor vehicles
Goods
13 Dahlinger et al. (2018a) Mobility Eco-driving behavior Feedback: numerical versus symbolic feedback on eco-driving behavior
14 Dahlinger et al. (2018b) Mobility Eco-driving behavior Feedback: abstract versus concrete feedback on eco-driving behavior
15 Degirmenci and Recker Other Less paper consumption Social comparison: e-mail reporting system on paper consumption
(2018)
16 Demarque et al. (2015) Food Choice of sustainable products in an Social norms: descriptive norms on sustainable products in an online shopping
online grocery store environment
17 Doran et al. (2017) Mobility Choice of ecological friendly travel Social comparison: comparative feedback on ecological footprint before choosing
route travel options
18 Ebeling and Lotz (2015) Energy Choice of green energy contract Default rules: default setting on green vs. conventional energy contract
19 Emeakaroha et al. (2014) Energy Less energy consumption Feedback: persuasive feedback support system displaying energy usage
20 Fanghella et al. (2019) Donation Donations to pro-environmental Priming: environmental self-identity priming before choosing a donation
organizations Social norms: social information on the amount of donations of other users
21 Folkvord et al. (2020) Durable Environmentally friendly car choice Simplification: eco-labels on environmentally friendly cars
Goods
(continued on next page)
14
Table 4 (continued )
22 Franzen and Mader (2020) Donation Priming: different videos on the environment and nature before donation
23 Gajewski et al. (2021) Other Socially Responsible Investment Default rules: SRI option pre-selected by default
(SRI) Priming: displaying shocking images to prime ethical values
24 Ghesla et al. (2020) Energy Less energy consumption Goal setting: goal to reduce electricity consumption by 5%
Framing: utility promised to plant (or not to lant) a tree if the goal is (not) reached
25 Graham et al. (2011) Mobility Fewer miles are driven by car Feedback: monetary vs. pollution feedback that was avoided by not using the car
26 Graml et al. (2011) Energy Less energy consumption Social comparison: descriptive (bar chart that compared their weekly energy
consumption (in kilowatt-hours) to the average energy consumption of similar
households) vs. injunctive (grades from A to G)
27 Grebitus et al. (2020) FMCG Choice of plant-based water bottles Priming: requiring participants to consider the environmental impact of the product
before choosing a bottle
28 Grinstein and Riefler (2015) Food Choice of green chocolate bar Framing: local vs. global framed message on the environmental impact of product
29 Grønhøj and Thøgersen Energy Less energy consumption Feedback: detailed real-time feedback on households’ electricity consumption via
(2011) LCD monitors
30 Hankammer et al. (2021) Durable Sustainable TV configuration Default rules: pre-selected characteristics of TV with low, medium, and high
Goods sustainability impact
31 Henkel et al. (2019) Energy Choice of environmentally-friendly Default rules: automatically to Blackle (eco-friendly alternative)
search engine Priming: information on both search engines’ energy consumption
32 Huber et al. (2019) Mobility Environmentally-friendly charging Priming: Three different (environmental, social, cost) priming messages before
preferences (electric car) entering charging preferences
33 Kroll et al. (2019) Energy Less energy consumption Social norms: information on consumption behavior of comparable households via a
smart home app
Goal setting: self-commitment to devices to save energy and respective saving goals
34 Krpan and Houtsma (2020) Food Choice of a vegetarian dish on a Framing: reframing the name of vegetarian food with an environmental, social, or
restaurant menu neutral frame
35 Lembcke et al. (2020) Food Increase the choice of organic Feedback: Real-time spending feedback in the shopping cart
products in an online grocery store
36 Lieberoth et al. (2018) Mobility Environmentally friendly travel Goal setting: pre-commitment in a personal letter to future self or family member
behavior Social comparison: Facebook groups to showcase and discuss experiences
37 Loock et al. (2011) Energy Less energy consumption Social comparison: descriptive (a bar chart that compared their weekly energy
consumption (in kilowatt-hours, lower bar) to the average energy consumption of
similar households) vs. injunctive (grades from A to G, with A representing a high
level of approval of the customer’s energy consumption and G representing a high
level of disapproval)
38 Loock et al. (2012) Energy Less energy consumption Social comparison: injunctive feedback (scale ranges from A (high efficiency) to G
(low efficiency)) compared with different reference groups concerning geographical
proximity
39 Loock et al. (2013) Energy Less energy consumption Goal setting: default goals (low, medium, or high) versus self-set goals regarding
electricity consumption
40 Momsen and Stoerk (2014) Energy The choice for a renewable energy Priming: Intention-, Memory- and Reassemble Priming of effects of choosing
contract ecological vs. conventional energy contract
Framing: additional information on carbon emissions of contracts framed as gain or
loss
Social comparison: information on which contract neighbors have chosen
Default rules: default contract with 50% renewable and 50% conventional energy
41 Nilsson et al. (2014) Energy Less energy consumption Feedback: continuous visual feedback on energy savings via an in-home display
42 Prusaczyk et al. (2021) Food Choice for mushroom-beef instead of Default rules: everyone will be served a beef-mushroom burger, unless specifically
all-beef burger asked for all-beef burger
Priming: before ordering, information on emission saving between mushroom-beef
vs. beef-burger is displayed
43 Roozen et al. (2021) FMCG Choice of sustainable instead of Simplification: Information in text form on the sustainability of t-shirts is presented
conventional t-shirt next to it
Priming: visual emphasis on the conscious collection before entering the webshop
44 Schrills et al. (2020) Mobility Choice of an electric car when Framing: positive (“if you use e-car sharing”) and negative framing (“if you do not use
booking a car for car sharing e-car sharing”) with global (“global rise in sea level”) and local (“sea level in
Travemünde”)
45 Schultz et al. (2015) Energy Less energy consumption Feedback: real-time feedback on households’ electricity consumption either in kW,
costs or both
Social comparison: real-time feedback on households’ electricity consumption in kW
and dynamically compared to others
46 Stryja and Satzger (2019) Mobility Choice of electric car Default rules: pre-selected electric car
Priming: Solve the word puzzle by unscrambling the sentence “You usually use new
and sustainable products.”
Feedback: a message about carbon dioxide emissions of the chosen type of car
47 Stryja et al. (2017) Mobility Choice of an electric car (car rental) Default rules: “electric” pre-selected as an attribute for “engine type.”
Priming: slogan which promotes innovativeness and eco-friendliness of electric car
48 Székely et al. (2016) Donation Carbon offset payments in flight Default rules: low, medium, and high pre-selected donation amount
booking processes
49 Taube and Vetter (2019) Food Choice of eco-friendly products in an Default rules: default eco- (vs. conventional) products were put into the participant’s
online grocery store shopping cart
50 Tiefenbeck et al. (2018) Water Less water consumption (showering) (Real-time) Feedback: displaying water temperature, energy consumption, and polar
bear animation
51 Tiefenbeck et al. (2019) Water Less water consumption (showering) (Real-time) Feedback: displaying water temperature, energy consumption, and polar
bear animation
52 Tussyadiah and Miller Energy Less energy consumption Social comparison: social feedback on behavior provided by a virtual assistant in a
(2019) hotel room
(continued on next page)
15
Table 4 (continued )
53 Wemyss et al. (2019) Energy Less energy consumption Social comparison: competitive (save as much) vs. collaborative (10% electricity
saving goal)
54 Willis et al. (2010) Water Less water consumption Feedback: bar graph which decreases while showering and alarms after 40L are used
55 Wolf (2020) Other Increase daily sustainable behavior Feedback: visual (tree, which bloomed for ESB or decayed for less sustainable choice),
or numerical (specific carbon dioxide emission)
56 Wunsch et al. (2015) Mobility Increase bike choice Social comparison: collecting points based on reported bike trips, shown on a
leaderboard, and the possibility to compare own number of bike rides to the average
and best participant
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Journal of Cleaner Production 380 (2022) 134716

Contents lists available at ScienceDirect

Journal of Cleaner Production

A digital push with real impact – Mapping effective digital nudging

Fig. 1. Digital nudge design method as per Mirsch et al. (2018).

Fig. 2. Structured literature review.

Fig. 3. Building blocks and interrelations from coding.

Fig. 4. Studies per context.

Fig. 5. Studies per DNE type.

ID Study Context Behavioral Goal Summarized DNE(s)

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