How social norm nudges lead to environmentally friendly behavior: Can social norm nudges be applied in the Fast Fashion Industry to reduce clothing overconsumption?
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- This thesis investigates whether social norm nudges can be applied in the fast fashion industry to reduce overconsumption. The thesis is structured in two parts: Part I reviews papers with empirical evidence on social norm nudges with RCTs and natural field experiments in the energy and water domain, food choices and recycling. Those insights are used in Part ll, to analyze whether social norms nudges can be applied in the fast fashion industry based on a component transfer mechanism framework. It further explains the market failure problem of fashion overconsumption and the structural barriers limited to the fast fashion domain.