The concept of sustainability has been acknowledged as one of the central and most important issues of our time. However, technological innovations which provide a more sustainable way of living, for instance electric cars, are not always welcomed with open arms by consumers but often resisted at the beginning. As such, human resistance behavior can be explained as an interplay of different personality traits that favour the status quo. In this study, a decision support system design is introduced which bases on the concept of digital nudging that addresses innovation resistance on an individual’s cognitive level by de-biasing innovation trial decision-making. An experimental pre-study is conducted to test the influence of different DSS modifications on the selection of electric cars in an online rental car booking scenario. First results show that DSS which set sustainable innovations as default option have a significantly positive effect on their trial probability while priming consumers towards electric car trial has no significant effect.
Stryja, Carola; Satzger, Gerhard; and Dorner, Verena, (2017). "A DECISION SUPPORT SYSTEM DESIGN TO OVERCOME RESISTANCE TOWARDS SUSTAINABLE INNOVATIONS". In Proceedings of the 25th European Conference on Information Systems (ECIS), Guimarães, Portugal, June 5-10, 2017 (pp. 2885-2895). ISBN 978-0-9915567-0-0 Research-in-Progress Papers.