Influences on consumer behaviour : policy implications beyond nudging : final report

It is a truism that when individuals do not have information e.g., about environmental effects of the products they use, that information cannot influence their decision. This has led to many policy interventions which supply information, e.g., energy labelling. Yet, the evidence does not support the common premise that 'informed people make the right choices'. The body of scientific work on human behaviour refutes the simplistic economic view of rational decision making which is often relied upon in policy-making. The policy brief summarises recent scientific findings in behavioural economics, psychology and sociology and their implications for policy-making. It discusses the influences of biases and framing, the role of values and social norms, as well as of physical infrastructures in shaping behavioural outcomes. The authors argue that, to be effective, policy-makers have to think more broadly about the set of interrelated influences which keeps people from adopting more sustainable practices. Policies need to jointly address the multiple drivers of behaviour and in a coherent way. Also, instead of focusing exclusively on individuals, policies may be more effective when they target groups or whole segments of society with tailored approaches. The brief closes with a set of potential future policy options.