Abstract:
Decision inertia often hinders individuals from aligning their intentions for sustainable and responsible investment with actual behavior. This study explores digital nudging as a tool to address this so-called attitude-behavior gap, focusing on three distinct nudging conditions: social norm, framing, and reminder. Employing a two-tiered approach, we investigated the effects of these nudges on sustainable investment conversion rates and individual perceptions. The first tier assessed the actual investment response (conversion rate), while the second tier focused on the perceptual response, including perceived pressure, expected autonomy, and expected satisfaction. An online experiment using a vignette approach with 151 participants was conducted. We used statistical analyses, including the Shapiro–Wilk test and the Kruskal–Wallis test, to determine the results. The experiment revealed insights into the relational context sensitivity and biased responses associated with decision inertia. The findings contribute to understanding how digital nudging can promote sustainable investment and offer practical implications for financial practitioners.
