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Comparison of Textual and Graphic Nudges in Reusable Mug Use

University of British Columbia. Department of Psychology; University of British Columbia. AMS Sustainability; University of British Columbia. Campus and Community Planning

Introduction This study aimed to assess the impact of textual and graphic nudges on the usage intentions of reusable mugs within the UBC community. Research Question How do a graphic nudge and a textual nudge influence intended reusable mug use? Methods We designed an experiment where 249 participants were shown images of reusable mugs with different types of nudges: a graphic nudge featuring an animated dolphin and an ecofriendly message, a textual nudge displaying the same message but without the animated dolphin, and a control group with a standard black UBC-issued mug. Participants' responses were collected on their likelihood to purchase the mug, willingness to spend money on it, and their frequency of using it at campus cafes. Results The results of our study indicated that neither the textual nor the graphic nudges significantly influenced participants’ intentions in comparison to the control group. The findings suggest that while nudges are often considered a potent tool for influencing environmental behaviours, their effectiveness can vary significantly based on context and other underlying factors, which need further research within the community. Recommendations We recommended that UBC AMS explore a multi-faceted approach to enhance the adoption of reusable mugs within the UBC community. For further research, UBC AMS might consider experimenting with a combination of nudges, incorporating both textual and graphic elements, and perhaps integrating them with other behavioural incentives such as discounts or loyalty programs specifically tailored to reusable mug users. Additionally, more research into design preferences is advised, focusing on creating visually appealing and functional mugs that resonate with environmental themes, such as ocean protection. Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report.”

Report

eng

2024-07-30

Attribution-NonCommercial-NoDerivatives 4.0 International

http://hdl.handle.net/2429/88787

Unreviewed

http://creativecommons.org/licenses/by-nc-nd/4.0/