A Survey of Digital Nudges for Fostering Responsible Consumption Behavior in Indonesia Digital Services

This title has been presented on Thursday, December 14, 2023 at 16.10-16.20 GMT+7.

Abstract

This title has been presented on Thursday, December 14, 2023 at 16.10-16.20 GMT+7.

This study explores the integration of digital nudges in Indonesian digital services to promote responsible consumption behaviour, addressing the urgent need for strategies to combat extreme climate change and improve resource and environmental efficiency. Recognising that public behaviour change is crucial for these strategies to succeed, digital nudging is a promising approach to encourage responsible consumption patterns in Indonesian society. This research seeks to fill a critical gap in understanding how nudging can be adapted and implemented effectively in the Indonesian context. This survey encompasses 15 most-used digital services across various sectors, including super apps, travel and navigation, shopping, food and drink, and groceries. The study identifies 16 kinds of digital nudges available in these services, including the carbon offsets mechanism (through tree planting or carbon neutral fund), reducing waste (no cutlery, recyclable packaging, cardboard return), green campaigns, donations for social causes, and electric vehicle option. The findings reveal a significant trend in environmental initiatives within the super app category, where digital services incorporate features like carbon offsetting, electric vehicle usage, recycling services, and the reduction of single-use cutlery. Furthermore, the study observes diverse approaches to social responsibility across different platforms, from promoting paperless transactions and environmental campaigns to encouraging donations for social causes during transactions. The survey indicates the need to include a need for identified responsible consumption nudging in specific categories, such as travel and navigation, shopping, and food and drink. This suggests a gap in applying digital nudges or an opportunity for future development in these sectors. The overall trend points towards a growing inclination among digital platforms to integrate sustainability and social responsibility into their operations. This paper concludes with recommendations for further research, particularly in classifying digital nudges, measuring their usage, and assessing their impact on user behaviour. Such research will provide deeper insights into the effectiveness of digital nudges in fostering responsible consumption behaviours in Indonesia.