In Nudge we trust- En kvalitativ studie om Systembolagets digitala nudging

Sammanfattning: The purpose of this study is to generate knowledge concerning how digital nudg-ing functions as an integrated part of Systembolaget’s marketing communication. The study intends to clarify the difficulties following an integration of digital nudging since it may hinder an organization’s trust building. A qualitative ap-proach has been applied and the empirical material consists of observations and interviews. Considerations affecting attitudes towards digital nudging were iden-tified through a consumer perspective. With a qualitative thematization of the empirics we identified differences and similarities to previous research regarding nudging. Themes were put in relation to theory where a dialog is conducted with the empirics. The results indicate an acceptance of a paternalistic Systembolag, which contradicts with previous research regarding paternalism. Furthermore the results show that organizational trust is effected by whether a digital nudge is subtile or transparent. Due to the complexity of the integration of digital nudging a holistic perspective is necessary for its implementation. Thus, a consideration of the interplay between an organization and contextual factors is necessary for digital nudging.