{"id":9,"date":"2025-12-02T17:50:53","date_gmt":"2025-12-02T17:50:53","guid":{"rendered":"https:\/\/sustainproject.gr\/?page_id=9"},"modified":"2025-12-02T17:50:53","modified_gmt":"2025-12-02T17:50:53","slug":"about","status":"publish","type":"page","link":"https:\/\/sustainproject.gr\/?page_id=9","title":{"rendered":"About"},"content":{"rendered":"\n
\"\"<\/figure>
\n

Scope<\/h2>\n\n\n\n

The project has direct relevance to marketing and management. The advancement of AI offers enormous potential for personalization and customer interaction, elements of paramount importance in the design and promotion of products and services and ultimately value creation and delivery. In fact, marketing is considered the business function that has probably the most to gain from AI technology. It has long been emphasized that consumers, as members of human societies, need to act responsibly by minimizing waste, considering the environmental footprint of the products they purchase, and opting for more sustainable options (Gifford & Nilsson, 2014). Consumption (and marketing behind it) are considered major drivers of the \u201chuman behavioral crisis\u201d, responsible for the \u201cecological overshoot\u201d, calling for urgent behavioral interventions . The European Green Deal acknowledges the importance of AI applications to this direction. Against this background, investigating consumer responses to AI-enabled nudging and its effectiveness in promoting sustainable consumer behavior is not only a topic that is highly relevant to the scientific field of Management\/Marketing, but also an issue that is now more important than ever and the findings are expected to contribute to business strategy for companies with a societal orientation wishing to contribute to this pressing issue. In addition, findings are expected to contribute significantly to the development of promotional strategies for sustainable, \u201cgreen\u201d products and services and the research findings are expected to generate important managerial implications.<\/p>\n<\/div><\/div>\n\n\n\n

\n\n\n\n
\n

Social & Scientific Impact<\/h2>\n\n\n\n

The SustAIn project provides a novel effort to investigate AI-enabled nudges in the context of promoting sustainable choice and behavior. The findings are expected to have important theoretical implications in this under-researched area by assessing the effectiveness of different types of AI-enabled nudges, unveiling the underlying psychological mechanisms and identifying moderating factors and boundary conditions. Moreover, the findings are expected to provide significant practical implications for the use of AI-mediated nudges for marketing executives, companies and policy makers by identifying optimal usage of nudging in different contexts, including social and individual factors.<\/p>\n<\/div>

\"\"<\/figure><\/div>\n\n\n\n
\n\n\n\n
\"\"<\/figure>
\n

Methodology<\/h2>\n\n\n\n

For meeting the research objectives, 12 independent, yet interrelated, experimental studies will be conducted. The experimental method is considered to be the most appropriate for testing causal relationships and complies fully with the objectives of the SustAIn project. Specifically, three studies will be conducted to address each one of the research objectives RO1a, RO1b, RO1c and RO1d as well as RO2 and RO3. Realistic simulations of different types of nudging in AI-mediated environments will be used. The exact experimental paradigms to be employed in each study will emerge through the systematic review of the literature as well as by means of preliminary testing. Extensive pretesting will be used prior to each study for the development of appropriate experimental stimuli and for the development of nudging manipulations (independent variables). Measures of consumer responses will include choice, preference, attitudes, intentions and proximal behavioral indices. Standard operationalizations of these (dependent) variables will be used, adjusted where appropriate.
Participants will be recruited through online research panels and samples provided by commercial research platforms (e.g. Prolific). An estimated total of 120-200 participants are expected to be participate in each study, excluding all preliminary testing.<\/p>\n<\/div><\/div>\n\n\n\n

\n\n\n\n
\n

Innovation<\/h2>\n\n\n\n

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.<\/p>\n<\/div>

\"\"<\/figure><\/div>\n","protected":false},"excerpt":{"rendered":"

Scope The project has direct relevance to marketing and management. The advancement of AI offers enormous potential for personalization and customer interaction, elements of paramount importance in the design and promotion of products and services and ultimately value creation and delivery. In fact, marketing is considered the business function that has probably the most to […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-9","page","type-page","status-publish","hentry"],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/sustainproject.gr\/index.php?rest_route=\/wp\/v2\/pages\/9","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sustainproject.gr\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/sustainproject.gr\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/sustainproject.gr\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/sustainproject.gr\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=9"}],"version-history":[{"count":1,"href":"https:\/\/sustainproject.gr\/index.php?rest_route=\/wp\/v2\/pages\/9\/revisions"}],"predecessor-version":[{"id":17,"href":"https:\/\/sustainproject.gr\/index.php?rest_route=\/wp\/v2\/pages\/9\/revisions\/17"}],"wp:attachment":[{"href":"https:\/\/sustainproject.gr\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=9"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}