Green Nudging and Behavioural Alchemy: Transforming Purchase Intentions into Eco-Friendly Actions

DOI: https://doie.org/10.10399/APER.2025884402

Authors:

Dr. Mariyappan N, Mr. Chandrashekhar C, Mr. Anil Murthy V, Mrs. Meerabai M, Mrs. Asha B L, Dr. Sangeetha G

Abstract:

Purpose

This paper develops a theoretical perspective on green nudging as a form of behavioural alchemy, proposing how subtle interventions in choice architecture can transform consumers’ eco-friendly intentions into sustainable purchasing actions. It addresses the persistent gap between pro-environmental attitudes and actual behaviours.

Design/methodology/approach

The study adopts a conceptual approach, synthesising insights from behavioural economics, psychology, and sustainability marketing to build an integrative framework. It draws upon behavioural theories to explain the mechanisms through which nudges reshape consumer decision-making pathways.

Findings

The paper argues that green nudging functions as behavioural alchemy by reconfiguring decision contexts rather than altering intrinsic motivations. It highlights three core mechanisms—defaults, framing, and social norm cues—that can effectively catalyse the conversion of intentions into actions.

Practical implications

The paper offers marketers and policymakers a theoretically grounded model for embedding sustainability into everyday decision environments.

Originality/value

This work contributes to theory by conceptualising green nudging as behavioural alchemy and advancing a framework that explains how minor contextual shifts can yield transformative effects on sustainable consumption.

Purpose

This paper develops a theoretical perspective on green nudging as a form of behavioural alchemy, proposing how subtle interventions in choice architecture can transform consumers’ eco-friendly intentions into sustainable purchasing actions. It addresses the persistent gap between pro-environmental attitudes and actual behaviours.

Design/methodology/approach

The study adopts a conceptual approach, synthesising insights from behavioural economics, psychology, and sustainability marketing to build an integrative framework. It draws upon behavioural theories to explain the mechanisms through which nudges reshape consumer decision-making pathways.

Findings

The paper argues that green nudging functions as behavioural alchemy by reconfiguring decision contexts rather than altering intrinsic motivations. It highlights three core mechanisms—defaults, framing, and social norm cues—that can effectively catalyse the conversion of intentions into actions.

Practical implications

The paper offers marketers and policymakers a theoretically grounded model for embedding sustainability into everyday decision environments.

Originality/value

This work contributes to theory by conceptualising green nudging as behavioural alchemy and advancing a framework that explains how minor contextual shifts can yield transformative effects on sustainable consumption.

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