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Abstract

With the increasing role of digital technologies in influencing consumer behavior, mobile applications have emerged as key platforms for promoting pro-environmental behaviors (PEBs). This thesis investigates how digital incentives and personalization strategies in sustainability-focused mobile apps impact individuals’ PEBs and macro-level carbon reduction. While such interventions can effectively encourage sustainable actions, they also present risks, such as overconsumption and rebound effects, which may offset their environmental benefits. To explore these dynamics, this research addresses three key questions: 1. What is the current state of research in Green Information Systems? 2. How do digital incentives in mobile apps influence consumers’ behavior toward carbon reduction? 3. How do digital incentives and personalization impact macro carbon reduction over time? The research is structured into five primary chapters. Chapter 1 introduces the research problem, highlighting the research motivations and questions. Chapter 2 reviews the literature on Green Information Systems (Green IS), identifying gaps in the Green IS literature in leading IS journals. Chapter 3 presents an empirical study on digital incentives, examining the role of material and symbolic rewards and their variety in fostering PEBs. Chapter 4 extends this analysis through Agent-Based Modeling, which simulates the macro-level impact of personalization levels on carbon reduction. Chapter 5 synthesizes the key findings and concludes the dissertation. This thesis provides valuable insights into the individual-level effects of digital incentives on pro-environmental behaviors. It expands this understanding to the collective impact of personalization and incentives on environmental outcomes. It contributes to Green IS and personalization research by highlighting the complex trade-offs in digital sustainability interventions. It proposes insights for adaptive, AI-driven personalization models that dynamically adjust incentives to maximize carbon reduction while minimizing unintended consequences. These findings offer practical insights for policymakers, product managers, and sustainability advocates on designing effective digital interventions that balance engagement and environmental impact.