The SustAIn project aims to examine ΑΙ-enabled nudges as an intervention to stimulate sustainable consumer behavior. Building on the digital nudges taxonomy proposed by Jesse and Jannach (2021), the purpose of the research is to explore the role of AI-mediated nudging in influencing consumer preferences and promoting sustainable consumer choice and behavior.
The innovation of the proposed project is summarized in the following:
- The research responds to the call for more research on how to apply nudging and artificial intelligence in promoting sustainable consumption. We propose that AI-enabled nudges, which exploit the tremendous capabilities of AI in combining and adjusting elements of both the choice architecture and social and individual factors, can provide a critical tool in reversing consumer behavior towards a more sustainable direction. The findings are expected to contribute to the limited knowledge in the field.
- The project aims to provide a systematic review of the literature on the use of AI-enabled nudging in promoting sustainable consumption. The review will allow the identification of (a) nudging mechanisms that are most and least effective and (b) nudging mechanisms that have not been applied and tested in AI mediated environments, in the context of sustainable consumption.
- The research will investigate the effectiveness of several AI-enabled nudges in stimulating sustainable consumer behavior. The project aims to evaluate the effectiveness not only of each nudge separately but also of combining multiple nudges in the same environment. In addition, the research aims to identify the mediating psychological mechanisms and the boundary conditions of AI-enabled nudging in promoting sustainable consumer behavior. The findings are expected to generate significant theoretical and practical implications.