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This article reports findings from a Design Science Research study that introduced an augmented reality (AR) artifact for nudging green behavior. The artifact illustrated the consequences of environmental problems through AR experiences and was evaluated through focus groups with end users. We found that the use of AR in environmental communication has great potential to motivate green behavior thanks to its information, social, and technical aspects. End users prefer to interact with AR through already familiar services (e.g., social networks) and believe that such content can lead to collective green movements. However, environmental communicators should not rely solely on AR to achieve long-term behavior change, as behavior also depends on many other internal and external factors. By applying rigorous guidelines for conducting qualitative research, this study has provided new theoretical, methodological, and practical contributions that may be applicable in the broader context of designing artifacts to digitally nudge behavior change.



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