Mennesker og madspild - en diagnostisk undersøgelse af bæredygtig adfærd

Katrine Isabella Gramstrup Nissen, Amanda Enggaard Dybdal & Theis Obbekær Vesterløkke

Studenteropgave: Fagmodulprojekt


Based on a report from YouGov declaring that 70 % of all Danish people are worried about the environment, this project investigates an assumed discrepancy between intentions of sustainable behaviour and actual behaviour, based on notions of irrational behaviour as presented by Daniel Kahneman’s Dual Process Theory and Richard Thaler and Cass R. Sunsteins Nudging approach. Focusing on the Danish Medicines Agency’s canteen, the project specifically examines whether the behaviour of the canteen guests from the Danish Medicines Agency, the Danish Health Authority and the Danish Patient Safety Authority is equivalent to the statements of the report. Based on a four- week observation period and through a diagnostic approach, this project maps out three types of behavioural problems in three equivalent sustainability issues; food waste, plastic usage and CO2- emissions. Through an analysis of the specific behavioural patterns, four interventions are implemented and tested in the perspective of sustainability, through a pre-test post-test quasi- experimental design. As a consequence of contractual and economic restrictions, the project concludes that the four implemented interventions have little to no effect on the intended sustainable behaviour of the canteen guests. However, the analysis presents two additional solutions, that under the given circumstances, were not possible to apply in the specific canteen. The project therefore encourage further examination of the specific subject before a valid conclusion of the irrational behaviour can be reached. Subsequently the project encourages a prospective incorporation of the two practices: Strategic communication and nudging, as such as the former should implement notions of the latter, and therefore the project calls for strategic communication theories to avoid assumptions of rational behaviour.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor
Udgivelsesdato30 dec. 2017
Antal sider31
VejlederePelle Guldborg Hansen


  • Nudging
  • Bæredygtighed
  • Dual Proces Teori
  • Kahneman
  • Thaler
  • Sunstein
  • Guldborg Hansen
  • Kommunikation
  • Standardmodel
  • Kantine
  • Nudge
  • Madspild
  • Plastikforbrug
  • CO2-forbrug
  • Strategisk Kommunikation