This paper describes a research study conducted at Natura, a large Brazilian cosmetic company, in order to stimulate more systematic sustainable innovation practices by means of behavioural change. Within the “soft side” of ecodesign implementation, “nudging” is a novel approach brought from social sciences and policy making. An empirical experiment identified and tested employee motivations in combination with behavioural influences, in order to positively affect employees’ intention to practice ecodesign. This original experience of green nudging in a private company context supported the diffusion of the current ecodesign programme, which may contribute to turn change strategies more effectively in complex business and human organisational situations, where management styles evolve and rely on more autonomous individuals and teams. Further research and application on sustainable changes should systemically consider individuals’ engagement, including behavioural aspects, interaction with project teams and higher level business organisations.
|Title of host publication||Proceedings of Sustainable Innovation 2014|
|Publication status||Published - 2014|
|Event||Sustainable Innovation: Cities & Regions as Catalysts for Smart & Sustainable Innovation - Copenhagen, Denmark|
Duration: 3 Nov 2014 → 4 Nov 2014
|Period||03/11/2014 → 04/11/2014|
|Other||Part of the ‘Towards Sustainable Product Design’ series of conferences|