The Effect of Nudging on Source Separation Behaviour
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- Master of Science 
This research aimed to study whether nudges through general visuals prompt and social norms through framing would increase the amount of source separated waste in kilos. Also, we included the element of time to see whether additional time would strengthen the effect of the nudges. The participants included in this study were primarily students, faculty, staff, and visitors who used the source separation stations at the business school. The data was collected by sorting the content collected from predetermined source separation stations before weighing correctly and incorrectly sorted waste. The results indicated that there was a statistically significant difference in correctly source separated waste between baseline and each of the three treatments. Gastro location had a significant effect on both food and plastic waste. Starbucks location had a significant effect on food waste, while Amigo location had a significant effect on trash waste. In total, when considering all of the different locations, food waste had a significant effect of p =, 001 overall conditions. Trash waste equalled p =, 150, and plastic waste had p =, 021, meaning that a significant effect was found in food and plastic waste overall conditions, but not in trash waste. However, the results from the significance levels between each condition indicated additional information in that although there were effects, especially when making comparisons between baseline and the interventions. When comparing the effect sizes between the different interventions, the results indicated that the location Gastro cafeteria had significant values in some of the comparisons in concern to food and plastic waste. In the Starbucks coffee shop location, food waste was the only type of waste that had significant results, and only when comparing baseline with the second intervention. Lastly, in the Amigo kiosk location trash and plastic waste was found to be statistically significant in some comparisons between conditions. Although this study can report that the nudges did have an impact, the effect was not found to be statistically significant in concern to the hypotheses linear demands. Implications and suggestions for future research will be discussed.
Masteroppgave(MSc) in Master of Science in Leadership and Organizational Psychology - Handelshøyskolen BI, 2019