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The ethics of digital nudging for sustainable energy consumption – A closer look at the EU Green Deal

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  • Kuyer, Paul
  • Shukla, Sukanya
  • O'Brolcháin, Fiachra
  • Doncel, Víctor Rodríguez
  • Gordijn, Bert

Abstract

Digitally nudging consumers towards sustainable energy consumption is a practice favoured by multiple EU-funded (research) projects and is an accepted tool for reaching the goals of the European Green Deal. The morality of digital energy nudges, as we will refer to them, yet remains under-investigated. In this article, we address this lacune by first defining digital energy nudges. Then, we elaborate on the EU green deal and how it stimulates (digital) energy nudges. We then analyse the ethical issues and the efficiency issues created by digital energy nudges, especially those instigated or funded by governments. We argue there are significant ethical issues that need to be addressed. Finally, we provide recommendations for policy advisors, governments and other practitioners on how to create ethical and efficient digital energy nudges, with a focus on recommendations for the EU.

Suggested Citation

  • Kuyer, Paul & Shukla, Sukanya & O'Brolcháin, Fiachra & Doncel, Víctor Rodríguez & Gordijn, Bert, 2025. "The ethics of digital nudging for sustainable energy consumption – A closer look at the EU Green Deal," Technology in Society, Elsevier, vol. 83(C).
    • Handle: RePEc:eee:teinso:v:83:y:2025:i:c:s0160791x25001800
    DOI: 10.1016/j.techsoc.2025.102990
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