NUDGING - FÖR EN MER HÅLLBAR KAFFESTUND?

Sammanfattning: Title: For a more sustainable coffee break - An experimental study about how nudging can promote a more sustainable coffee consumption. Seminar date: 2021-06-02 Course: FEKH29, Business Administration: Bachelor’s degree project in marketing (15 ECTS), Undergraduate level. Authors: Marcus Rundström, Martin Lönnqvist, Sixten Nyhlén. Advisor: Johan Gromark. Key words: Coffee, price premium, nudging, experiment, framing. Research question: Does framing have a positive effect on price premium. Purpose: The purpose of the study is to investigate whether the nudge-tool framing can affect consumers’ price premium on coffee products. Methodology: This study has used a quantitative method in terms of an online experiment. We used three experimental groups with 140 participants. LRM was used to test whether there was a significant positive effect. A hypothesis test was used to test the null hypothesis. Theoretical perspectives: The theoretical framework of the study includes: Human thinking: two systems, the individual's decision making, nudging, framing, certifications and labeling and price premium. Result: The result shows that framing has a significant positive effect on price premiums. Conclusion: The study’s result implies that there is a causal relation between the nudge-tool framing and price premium. Due to the nudge-tool’s observed positive effect on price-premium, we came to the conclusion that nudging has some potential to promote sustainable consumption.