Nudging av gröna varor : En kvalitativ studie om hur matbutiker nudgear till ekologiska varor

Sammanfattning: The share of organic sales in grocery stores has decreased and in 2021 the share decreased by 0.5 percent from the year before, where total sales amounted to 6.3 percent. In recent years, nudge theory has become more topical, especially in the subject of ecological- and environmental economics. However, research has not focused as much on the ethical perspective and how nudging has been applied to the real environment which the researchers for this study considered worth studying closer. Nudge theory is used as a policy tool that should subconsciously influence or guide customers to make decisions that will benefit them in the long run, without depriving them of the freedom to make their own choices or limit the number of options. Nudges can also be shaped in an unethical way by consciously using nudge theory to negative consequences. The purpose of this study was to examine the types of nudges used in grocery stores to increase the purchase of organic products. This study also examines what the employees in each grocery store considers about their own design of nudges and determines which nudges promote better behavior or manipulation based on an assessed ethical perspective.  Based on theories and previous research, the categories environment, price, and supply have been designed to observe green nudges within each store. The categories were later used to compile observations on inventory. An interview guide has also been conducted to examine the employees' views from an ethical assessed perspective. Results indicated that there are multiple nudges in the shape of placement, information, measures, reminder of choice, maximization of supplies based on what fits in the cartons and refrigerator, not an equal distribution between ecological and conventional products, price in combination with campaigns and that the number of supplies is controlled by what sells the best. Lastly in conclusion both study questions were answered with what types of nudges and that ethics depends on the purpose of the nudge. Further, some nudges were not seen as wrongdoing based on employees and the company's values but are wrong according to nudge theory. Regardless, ecological behavior is promoted on most designated nudges and is confirmed by employees in each store.