Nudging og bæredygtighed: et eksperiment med plastikkopper på Roskilde Universitet

Cecilie Andsager Halberg, Caroline Thybo Nørager, Josefine Yoon Persson & Sophie Amalie Haumann

Studenteropgave: Basisprojekt


Our interest is based on the disrelation between people’s desire to change their behaviour and the fact that they do not. We were interested in explaining why this disrelation between intentions and behav-iour happens, and in the investigation of this we came upon the phenomenon of nudging. This theory was developed by Richard Thaler and Cass Sunstein but draws on the theory of dual processes devel-oped by Daniel Kahneman. Our main interest in this project has been to investigate nudging in theory and in practice, and nudging in a scientific context. This paper investigates the questions:

How can a nudgingexperiment in the cantina at Roskilde University make the users sort their plastic cups and thereby alter their existing behaviour? And to what extent can the experiment contribute to the assessment of nudging as science?

In order to answer this, we made an experiment in the cantina at Roskilde Universitet where we tried to get people to sort their plastic cups by nudging them. The results showed that our nudges did not work the way we predicted: the behaviour changed - but people became worse at sorting their plastic cups after inserting our nudges.
Throughout our analysis of the data we discussed which factors may have caused these results and their influence on our experiment. We have found that nudging has both theoretical and practical dimensions and, in that connection, different methods, which plays a role in the assessment of nudg-ing as science. Nudging draws on characteristics from both humanities and natural science. The as-sessment therefore comes down to the way one sees scientific knowledge and how one chooses to assess this through certain criteria. We found that it is very difficult to replicate a nudging experiment, why it in practice should be seen as an ongoing process. This made us reflect on and assess the scien-tific standpoint of nudging in the world of science. We concluded that nudging is to be found in be-tween humanities and natural science.

UddannelserBasis - Humanistisk Bacheloruddannelse, (Bachelor uddannelse) Basis
Udgivelsesdato17 dec. 2018
Antal sider42
VejledereJesper Knudsen


  • Nudging
  • Bæredygtighed
  • Eksperiment
  • Videnskabsteori