Author Identifier (ORCID)

Udari Samaranayake: https://orcid.org/0000-0002-9722-0901

Abstract

This study explores the influence of perceived similarity on pro-environmental behavior, focusing on plastic reduction. Participants' daily plastic use and reduction were tracked over 30 days via online chat software, with controlled nudges from an agent. Each group included two examinees and one agent. Behavioral data were analyzed to evaluate predictability from various perspectives and its relationship with behavioral change. Results showed significant differences in predictability based on perceived similarity, particularly during the first 10 days. Furthermore, nudges, consumption levels, and behavioral changes significantly affected predictability within the first 20 days. These findings contribute to understanding how perceived similarity can enhance nudging strategies to promote sustainable behavior and reduce plastic consumption.

Document Type

Conference Proceeding

Date of Publication

8-1-2025

Volume

5

Publication Title

Proceedings of the Design Society

Publisher

Cambridge University Press

School

School of Arts and Humanities

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Comments

Ehkirch, Q., Raharja, F., Samaranayake, U., Sawai, K. I., & Matsumae, A. (2025). Behaviour change design for reducing plastic usage by perceived similarity nudge. Proceedings of the Design Society, 5, 711-720. https://doi.org/10.1017/pds.2025.10085

First Page

711

Last Page

720

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Link to publisher version (DOI)

10.1017/pds.2025.10085