Nudging Employees to Make More Sustainable Choices.

The article focuses on how Porsche used behavioral economics, specifically nudge management, to encourage its employees to adopt more sustainable choices by shifting from traditional combustion-engine vehicles to electric vehicles (EVs). As part of Porsche's Strategy 2030 for decarbonization, the company implemented message framing techniques—emotional, normative, and gain-based appeals—delivered via email and pop-up notifications to influence employees' vehicle orders. A field study showed that these nudges significantly increased the selection of battery electric vehicles (BEVs) and plug-in hybrid electric vehicles (PHEVs), with email messages proving more effective than pop-ups. This approach demonstrates the potential for tailored nudges to foster sustainable behavior and cultural change within a company known for its strong brand identity tied to combustion engines.