How To Nudge Consumers Toward Environmental Sustainability

Behavioral science aims to develop a deep understanding of human decision-making in context. It helps explain customer mental models and why people don’t always act the way they say they do. This is especially important when it comes to environmental issues: Many consumers would like to adopt greener behaviors but struggle to do so due to complex barriers to sustainable consumption. Behavioral science is an efficient approach to nudge consumers toward greener consumption habits. This report summarizes the importance of behavioral sciences for marketers that aim to help consumers embrace greener behaviors and shares best practices for efficient green nudges.