APS
2025 APS Annual Convention · 2025
Nudging and Promoting Green Behaviors Via Escalation of Commitment
- Yuejun Cai
University of Hong Kong - Zaidan Chen
Hong Kong University of Science and Technology - Jessica Kwong
The Chinese University of Hong Kong - Mingyu Li
Hong Kong University of Science and Technology - Kin Fai Ellick Wong
Hong Kong University of Science and Technology
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.
Climate Change
