Nudge-Ansätze Beim Nachhaltigen Konsum: Ermittlung Und Entwicklung Von Maßnahmen Zum „Anstoßen“ Nachhaltiger Konsummuster Abschlussbericht

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Nudge-Ansätze Beim Nachhaltigen Konsum: Ermittlung Und Entwicklung Von Maßnahmen Zum „Anstoßen“ Nachhaltiger Konsummuster Abschlussbericht TEXTE 69 /2017 Nudge-Ansätze beim nachhaltigen Konsum: Ermittlung und Entwicklung von Maßnahmen zum „Anstoßen“ nachhaltiger Konsummuster Abschlussbericht TEXTE 69/2017 Umweltforschungsplan des Bundesministeriums für Umwelt, Naturschutz, Bau und Reaktorsicherheit Forschungskennzahl 3714 93 303 0 UBA-FB 002451 Nudge-Ansätze beim nachhaltigen Konsum: Ermittlung und Entwicklung von Maßnahmen zum „Anstoßen“ nachhaltiger Konsummuster von Prof. Dr. Christian Thorun, Dr. Jana Diels und Dr. Max Vetter ConPolicy – Institut für Verbraucherpolitik, Berlin Prof. Dr. Lucia Reisch und Manuela Bernauer, M.A. Copenhagen Business School, Kopenhagen (DK) Zeppelin Universität, Friedrichshafen Prof. Dr. Hans-W. Micklitz Europäisches Hochschulinstitut, Florenz (I) und Prof. Dr. Kai Purnhagen Wageningen University, Wageningen (NL) Dr. Jan Rosenow und Daniel Forster Ricardo-AEA, Oxfordshire (UK) Mit freundlicher Unterstützung durch Prof. Dr. Cass R. Sunstein Harvard Law School, Cambridge (USA) Im Auftrag des Umweltbundesamtes Impressum Herausgeber: Umweltbundesamt Wörlitzer Platz 1 06844 Dessau-Roßlau Tel: +49 340-2103-0 Fax: +49 340-2103-2285 [email protected] Internet: www.umweltbundesamt.de /umweltbundesamt.de /umweltbundesamt Durchführung der Studie: ConPolicy – Institut für Verbraucherpolitik Crellestraße 37 10827 Berlin Abschlussdatum: August 2016 Redaktion: Fachgebiet III 1.1 Übergreifende Aspekte des Produktbezogenen Umweltschutzes, Nachhaltige Konsumstrukturen Lisa Kossolobow Publikationen als pdf: http://www.umweltbundesamt.de/publikationen ISSN 1862-4359 Dessau-Roßlau, August 2017 Das diesem Bericht zu Grunde liegende Vorhaben wurde mit Mitteln des Bundesministeriums für Umwelt, Naturschutz, Bau und Reaktorsicherheit unter der Forschungskennzahl 3714 93 303 0 finanziert. Die Verantwortung für den Inhalt dieser Veröffentlichung liegt bei den Autorinnen und Autoren. Kurzbeschreibung Im vorliegenden Forschungsvorhaben wird das Potential von Nudges für den Bereich des nachhaltigen Konsums mit Schwerpunkt auf ökologischen Konsum untersucht. Nudges sind politische Instrumente und können als „Anstupser“ verstanden werden, die auf psychologischen und verhaltensökonomi- schen Erkenntnissen beruhen und Verhaltensänderungen bei den Steuerungsadressaten hervorrufen sollen. Im vorliegenden Bericht wird das Konzept zuerst definiert und hergeleitet. Danach werden Nudges in die ökologische Verbraucherpolitik eingeordnet. Anschließend werden in einer systemati- schen Literaturrecherche Anwendungsbeispiele dargestellt. Es folgt eine kriterienbasierte, schrittwei- se Auswahl von Nudges zum Zweck einer tieferen Analyse und potentiellen Anwendung. Selektionskri- terien sind hierbei das Kosten-Nutzen-Verhältnis der Maßnahme, die rechtliche Zulässigkeit in Deutschland, sowie die Akzeptanz bei Verbraucherinnen und Verbrauchern. Die schließlich fünf iden- tifizierten Good Practices entstammen den Konsumbereichen „Bauen und Wohnen“, „Mobilität“ und „Ernährung“. Auf der Grundlage von Diskussionen im Rahmen eines Multi-Stakeholder-Workshops werden diese verfeinert. Abschließend werden konkrete Umsetzungsszenarien vorgeschlagen und Handlungsempfehlungen für die Politik und Forschung abgeleitet. Abstract This research project analyses the potential of nudges in the area of sustainable consumption focusing on ecological consumption. Nudges are regulatory instruments based on insights from psychology and behavioral economics and are applied to achieve behavior change. In the present report, the concept is defined first. Then, nudges are contextualized in ecological consumer policy. Subsequently, examples are derived from a systematic literature review. This is followed by a criteria-based, stepwise selection of nudges aiming at a deeper analysis and potential application. The selection criteria are the cost- benefit ratio of the measure, the legal transferability to Germany, and the acceptance with consumers. The final five good practices belong to the application areas "building and living", "mobility", and "nu- trition". Based on discussions at a multi-stakeholder workshop, these nudges are further refined. Fi- nally, concrete implementation scenarios are proposed and suggestions for further action for politics and research are derived. Nudge-Ansätze beim nachhaltigen Konsum - Abschlussbericht Inhaltsverzeichnis Inhaltsverzeichnis .............................................................................................................................6 Abbildungsverzeichnis ....................................................................................................................10 Tabellenverzeichnis ........................................................................................................................11 Abkürzungsverzeichnis ....................................................................................................................12 Zusammenfassung ..........................................................................................................................13 Summary .......................................................................................................................................16 1 Einleitung .............................................................................................................................19 1.1 Hintergrund ............................................................................................................19 1.2 Zielsetzung des Vorhabens und methodisches Vorgehen .............................................. 20 1.3 Methodische Vorüberlegungen ................................................................................. 21 2 Verhaltensbasierte Regulierung als Instrument der ökologischen Verbraucherpolitik .................... 23 2.1 Was sind Nudges (und was nicht)? Typen und Abgrenzung ........................................... 26 2.1.1 Die wichtigsten Verhaltenstendenzen und die wirksamsten Nudges .......................... 26 2.1.1.1 Empirisch gestützte Regulierung 26 2.1.1.2 Die zehn wirksamsten Nudges 28 2.1.1.3 Das EAST-Framework 30 2.1.1.4 Die MINDSPACE Checkliste 31 2.1.2 Nudges – Typ 1 und Typ 2 ..................................................................................... 32 2.1.3 Steinzeit-Biases ...................................................................................................34 2.2 Akteure und Institutionen verhaltensbasierter Regulierung .......................................... 36 2.2.1 Nationale Regierungen und die EU ........................................................................ 36 2.2.1.1 USA und Kanada 36 2.2.1.2 Australien, Singapur, Neuseeland 37 2.2.1.3 Europäische Union 38 2.2.2 Internationale Organisationen .............................................................................. 42 2.2.2.1 OECD 42 2.2.2.2 Weltbank 42 2.2.2.3 World Economic Forum 43 3 Einordnung des Nudge-Ansatzes in die ökologische Verbraucherpolitik und Darstellung der Potentiale zur Förderung eines nachhaltigen Konsums ............................................................... 44 3.1 Einführung in die „klassischen“ Instrumente einer ökologischen Verbraucherpolitik........ 44 3.2 Einordung von Nudges in die „klassischen“ Instrumente einer ökologischen Verbraucherpolitik ...................................................................................................47 3.3 Stärken- und Schwächenanalyse der Instrumente einer ökologischen Verbraucherpolitik ...................................................................................................49 6 Nudge-Ansätze beim nachhaltigen Konsum - Abschlussbericht 3.4 Zusammenfassung der Einordnung ............................................................................ 52 4 Darstellung und Systematisierung von nationalen und internationalen Anwendungsbeispielen des Nudge-Ansatzes im Bereich nachhaltiger Konsum .............................. 53 4.1 Systematische Literatursuche .................................................................................... 53 4.2 Kriterienbasierte Auswahl von 20 Good-Practice-Nudges ............................................. 54 4.3 Systematisierung der 20 Good-Practice-Nudges .......................................................... 56 5 Entwicklung von konkreten Nudging-Maßnahmen zur Anwendung in Deutschland ....................... 59 5.1 Vorselektion von 10 Good-Practice-Nudges zur weiteren Konkretisierung ...................... 59 5.2 Entwicklung von 10 Umsetzungskonzepten ................................................................ 60 5.3 Bewertung der 10 Umsetzungskonzepte .................................................................... 60 5.3.1 Rechtliche Bewertung ..........................................................................................61 5.3.1.1 Die Notwendigkeit einer gesetzlichen Grundlage zur Veränderung der Architektur der Wahl 61 5.3.1.2 Die Notwendigkeit, bei der Veränderung der Architektur der Wahl nicht gegen ein Gesetz zu verstoßen 62 5.3.1.3 Herunterbrechen der 10 wichtigsten Nudges auf den rechtlichen Rahmen 62 5.3.1.4 Rechtliche Bewertung der Umsetzungskonzepte 62 5.3.2 Kosten-Nutzen-Abschätzung ................................................................................. 63 5.3.2.1 Methodik der Kosten-Nutzen-Abschätzung 63 5.3.2.2 Kosten-Nutzen-Abschätzung der Umsetzungskonzepte 64 5.3.3 Akzeptanz bei Verbraucherinnen und Verbrauchern ................................................ 65 5.3.3.1 Methodik der Akzeptanzbewertung 65 5.3.3.2 Akzeptanzbewertung der Umsetzungskonzepte
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