2022 IEKTopics｜New Technologies and the EAST Structure Leveraging Behavioral Economics to Further Promote Net-Zero Sustainability Behaviors

Category：
IEKTopics
Domain：
IC Industry, Net Zero – Sustainable Energy, Digital Sustainability, Smart Living and Applications, Digital Sustainability, Smart Living and Applications, Interdisciplinary Technology Foresight and Service Innovation, Interdisciplinary Technology Foresight and Service Innovation, Net Zero and Sustainability-Business countermeasure and opportunity
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Date：
2023/03/08
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Elucidating human consumption behavior is the core of behavioral economics research. The UK Behavioural Insights Team (BIT), which specializes in this area, proposed the EAST structure to tune specific behaviors of the public. The structure suggests four simple ways to do so: “Easy (E)”, which means harnessing the power of defaults and reducing the “hassle factor” of taking up a service. “Attractive (A)” includes providing incentives and presenting novelty to attract attention. “Social (S)” encourages people to make a commitment to others, while “Timely (T)” can effective in changing behaviors.

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