Abstract
This research examines the influence of a gamified nudge, inspired by the cricket rivalry between Pakistan and India, on the choice between disposable and reusable cups within the context of COMSATS University Islamabad, Lahore Campus. The intervention is designed to leverage cultural and competitive elements to encourage environmentally sustainable behaviors by reducing the use of disposable cups. Over eight weeks, the intervention’s impact was quantitatively assessed through a detailed analysis of consumption patterns among students and faculty. Key findings from the study indicate a significant positive shift towards the use of reusable cups following the intervention, with an observed average increase of 39.46 reusable cups per day (β=39.458,p<0.001), underpinning the effectiveness of the nudge. This robust treatment effect was consistently evident, demonstrating a compelling shift in behavior towards reusable cups (with coefficients of β=0.059,p<0.001 for per-person analysis). The analysis also highlighted a positive relationship between customer engagement and the propensity to choose reusable cups, suggesting that the nudge effectively capitalized on communal activities and collective identity to foster sustainable choices. The results of the study demonstrate the effectiveness of carefully crafted and contextually tailored behavioral interventions in promoting environmentally sound behavior. The scalability potential of such nudges as ours is high. We highlighted several ways to implement such nudges in a variety of contexts.
Presenters
Muhammad KhanAssociate Professor, Department of Economics, COMSATS University Islamabad, Lahore Campus, Pakistan
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
2025 Special Focus—Sustainable Development for a Dynamic Planet: Lessons, Priorities, and Solutions
KEYWORDS
Intergroup Competition, Environmental Sustainability, Behavioral Nudges, Reusable Drinkware, Cricket Rivalry
