Angela Cristiane Santos Póvoa is Professor and Researcher at the Pontifical Catholic University of Paraná, Brazil.
Duration
4 months, 1 April to 1 August 2026
Host at the University of Passau
Dr. Terese Venus
(Bioeconomy Economics)
Much attention has been given to the technical and economic aspects of sustainable products, but behavioral factors remain underexplored. In bioeconomics, this is evident in upcycled products that evoke ambivalence, such as fish-skin clothing. While valued for uniqueness and style, it may also trigger disgust, contamination concerns, or ethical objections. Yet, fish skin offers a sustainable alternative to bovine leather, whose production is linked to deforestation and ecological impacts.
Nudging provides a promising avenue for addressing such ambivalence. Nudges subtly guide behavior without restricting choice, but their role in shaping responses to upcycled materials is still poorly understood. This research will test three nudging strategies: storytelling, which frames the product through narrative; environmental benefit framing, which emphasizes ecological outcomes; and hedonic framing, which stresses exclusivity and identity expression. From a theoretical perspective, the study advances debates on sustainable consumption by clarifying whether nudges work consistently across contexts. Practically, it informs communication strategies to enhance adoption of ambivalent upcycled products.
The main objective is to investigate, through a field experiment, the influence of nudging techniques on consumer acceptance of fish-skin clothing, comparing Brazil and Germany. Specific objectives include: (i) testing the three nudges’ effectiveness, (ii) analyzing cultural differences, (iii) examining moderating effects of individual and social factors, (iv) contributing to theories of bioeconomics, and (v) providing actionable guidance for firms and policymakers.
The study applies an Artefactual Field Experiment, displaying a tilapia-skin jacket in retail stores under different nudging conditions, with behavioral and survey data collected to capture consumer responses.
