The SustAIn project aims to examine the use of AI-enabled nudging as an intervention to stimulate sustainable consumer choice and behavior. As AI integration is becoming more prevalent, AI-enabled nudging becomes a topic of paramount importance, particularly in the context of sustainability.
The research will contribute to this under-researched area and explore the potential to incorporate nudging mechanisms into AI systems to leverage the power of nudging and influence consumer choice and behavior more efficiently. The findings are expected to generate implications for consumer making, marketing strategy and policy making. The project aims to achieve the following objectives:
RO1. To explore the effectiveness of AI-nudges, either separately or in combination, in influencing consumer preferences and promoting sustainable consumer choice and behavior. Following Jesse and Jannach’s (2021) taxononomy, this objective is broken down into the following objectives:
RO1a. To investigate consumer responses to AI-enabled decision information nudges.
RO1b. To investigate consumer responses to AI-enabled decision structure nudges.
RO1c. To investigate consumer responses to AI-enabled decision assistance nudges.
RO1d. To investigate consumer responses to AI-enabled social decision appeal nudges.
RO2. To identify the mediating psychological mechanisms underlying the effectiveness of different types of AI-nudges in influencing sustainable consumer choice and behavior.
RO3: To identify boundary conditions and factors moderating the effectiveness of different types of AI-nudges in influencing sustainable consumer choice and behavior.