A research to measure the relationship between consumers' sustainable consumption behaviors and their tendecy to support green nudge practices

Globalization, technological developments, changes in lifestyles have led to the evolution of consumption. With the developments experienced, a global consumption culture has emerged and consumption societies in which consumption is made for social phenomena have emerged. With the consumption societies, natural resources have started to deplete rapidly and according to this situation the development of the concept of sustainable consumption has accelerated. In recent years, although sustainable consumption is seen as a sufficient solution on its own, the idea that consumers need small nudges in order to obtain beneficial results in their purchasing behavior has been put forward. The environmental part of these interventions, which are expressed as nudges, is called green nudges. In this context, the relationship between sustainable consumption behavior and green nudge behavior, which are highly related to each other, has been examined within the aim of the research. 450 people were reached in the online survey conducted with the convenience sampling method. As a result of the research, it was found that there is a significant and positive relationship between the sustainable consumption behaviors of consumers and their green nudge behaviors, and it was concluded that the demographic characteristics of the consumers affect their green nudge behavior and sustainable consumption behavior. Keywords: Nudge, Green Nudge, Sustainable Consumption