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An Attempt to Close the Attitude-Behavior Gap Using Nudging in a Corporate Setting

  • Sustainability, encompassing the economy, the environment, and society in equal parts, is an increasingly prominent topic that is gaining in importance and awareness due to the climate crisis and the resulting urgent need for action. It is essential to simultaneously focus on the global and on the local scale in order to create a paradigm shift. This study addresses the attitude-behavior gap of employees in the daily operations within companies and evaluates how nudges can be implemented to narrow this gap. A literature review was conducted to understand the separate topics of sustainability, the attitude-behavior gap, and nudging. Based on these three topics and their interrelation, exemplary nudges on habits and on infrastructure to be applied in a company and modified to its needs are developed. The method of implementation of nudges cannot be generalized because (1) attitudes and behavior and their interrelation are individual and influenceable factors and (2) the corporate context and how nudges are communicated impact the effectiveness of the interventions. Investing in internal sustainability practices in combination with indispensable external practices leads companies to a holistic, authentic, and successful approach towards becoming a sustainable business. Keywords: Attitude-Behavior Gap, Nudging, Corporate sustainability

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Author:Emily Reuter
Advisor:Frank Kramer
Document Type:Bachelor Thesis
Year of Completion:2021
Granting Institution:Hochschule Furtwangen
Date of final exam:2021/08/30
Release Date:2021/09/03
Tag:Attitude-behavior gap; Corporate sustainability; Nudging
Page Number:66
Degree Program:BMP - Business Management and Psychology
Functional area:Business Strategy
Open Access :Innerhalb der Hochschule
Licence (German):License LogoEs gilt das UrhG