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Nudging: Ett verktyg för ett ökat hållbart sparande?
Linnaeus University, School of Business and Economics, Department of Management Accounting and Logistics.
Linnaeus University, School of Business and Economics, Department of Management Accounting and Logistics.
2019 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesisAlternative title
Nudging : A tool for increased sustainable investments? (English)
Abstract [sv]

Bakgrund: Det finns ett starkt intresse kring klimat- och hållbarhetsrelaterade frågor idag vilket speglar sig i allmän opinion och i politiska debatter. Den rationella investeraren antas placera sina pengar med hänsyn tagen till beslutskriterier som risk och avkastning. Men frågan är om etiska och hållbara ställningstaganden kommer till uttryck i människors val av placeringar?

Syfte: Syftet med denna uppsats är att testa ifall individer tenderar att välja socialt hållbara investeringar i större utsträckning då de reflekterar över sina attityder och värderingar kring etik och hållbarhet i samband med ett placeringsval.

Teori: Studien grundar sig i en deduktiv ansats, där vi utifrån rådande teorier inom ekonomi och beteendevetenskap skapat ett antagande om människan. Antagandet är att människan investerar utifrån beslutskriterierna risk och avkastning, men att denne även har etiska värderingar och attityder som tenderar att falla bort vid placeringsvalet p.g.a. bristande rationalitet och kognitiv bias. Det uppstår därmed en dissonans mellan människans beteende och dess attityder och värderingar. Denna dissonansen ska reduceras genom en system 2 nudge som låter investeraren reflektera över sina värderingar och attityder rörande hållbarhet och etik innan placeringsvalet. Detta för att se om det kan leda till en högre andel placeringar i socialt hållbara investeringar.

Empirisk metod: Den empiriska metoden bestod av ett enkätexperiment där två grupper av respondenter fick göra ett hypotetiskt placeringsval, men där experimentgruppens enkät innehöll en system 2 nudge innan valet.

Resultat: Vår nudge fick ingen signifikant påverkan på respondenternas placeringsval. Detta kan delvis förklaras av ett felaktig antagande om människan som redan placerade mer hållbart än förväntat samt bristande effektivitet av vår system 2 nudge i kontexten av denna studie. 

Abstract [en]

Background: Climate- and sustainable related questions are strong topics in today’s society and are highly debated by decision-makers. The rational investor is supposed make investments based on risk and return. But the question is if the concerns about sustainability and ethics really influence the decision of the investor?

Purpose: The purpose of this study is to test if individuals tend to invest more in SRI (Socially responsible investments) if they have a moment of reflection regarding ethics and sustainability before an investment decision.

Theory: We apply a deductive approach, by creating an assumption of how humans function according to economics and behavioral science. Due to theory, humans can be seen as rational investors who solely make investment decision based on risk and return. But they can also have strong attitudes and values regarding social responsibility, which because of bounded rationality and cognitive bias tend not to be included as criteria in investment decisions. This creates a dissonance between the person's values and attitudes and their investment decisions. To make people invest more in consonance with their values and attitudes we construct a system 2 nudge that let them reflect about their view of ethics and sustainability before an investment decision. This can lead to increased investments in SRI.

Empirical method: The empirical method consisted of a survey experiment in which the participants were asked to make a hypothetical investment decision. The treatment survey contained a system 2 nudge before the investment decision, while the control survey remained neutral.

Results: The nudge, or the reflection of attitudes and values by the investor, had no significant effect on their investment decision. This can partly be explained by a wrong assumption of the rational investor who already invested according to their values and attitudes, and by a lack of effectiveness of our system 2 nudge in the context of this study.

Place, publisher, year, edition, pages
2019. , p. 153
Keywords [en]
Nudge, SRI, sustainability, ethics, finance, cognitive dissonance, behavioral finance, behavioral economics, values, attitudes, behavior, rationality, investments, decisions.
Keywords [sv]
Nudge, SRI, hållbarhet, etik, finans, kognitiv dissonans, beteendefinans, beteendeekonomi, värderingar, attityder, beteende, rationalitet, investeringar, beslut.
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:lnu:diva-85206OAI: oai:DiVA.org:lnu-85206DiVA, id: diva2:1323676
Subject / course
Business Administration - Other
Educational program
Business Administration and Economics Programme, 240 credits
Supervisors
Examiners
Available from: 2019-06-26 Created: 2019-06-12 Last updated: 2019-06-26Bibliographically approved

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  • apa
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