Nudging and Promoting Green Behaviors Via Escalation of Commitment

Poster Session I

Keyword: Climate Change

Abstract: We investigate promoting green behaviors using a nudging approach based on escalation bias. Three experiments examined  three determinants of escalation, respectively: decision responsibility, cognitive dissonance, and sunk costs. Significant effects emerged only for sunk costs, highlighting their potential for effective green behavior promotion. Future strategies should prioritize sunk cost manipulations.

• Yuejun Cai (Author)
• Zaidan Chen (Presenting Author)
• Jessica Kwong (Author)
• Mingyu Li (Author)
• Kin Fai Ellick Wong (Author)