Tu es déjà passé(e) devant la boîte à mégots Gaïa en sortant de la cafet’ ? Tu as trouvé ça sympa d’affirmer ta préférence pour Harry Potter ou Star Wars tout en faisant ton petit geste écolo de la journée ? On te comprend, nous aussi. Mais savais-tu qu’on appelait ça du « Nudge » ?
Le Green Nudge
Le Nudge est une technique marketing issue de l’économie comportementale. Il part du principe que certains facteurs sociaux, situationnels ou personnels peuvent inciter les personnes à adopter un comportement spécifique. Le Nudge, signifiant « coup de coude » en anglais, est donc une « méthode douce » qui ne contraint pas les individus mais leur propose une alternative comportementale.
Ici, Gaïa a utilisé et optimisé cette technique afin de répondre au problème des mégots de cigarettes jetés par terre. Opter pour un panneau coercitif du type « Ne pas jeter les mégots par terre » aurait un effet limité sur les individus, accoutumés à voir ce genre d’interdiction dans les lieux publics. En revanche, l’idée de mettre en place des bouteilles en plastiques accompagnées d’un dilemme amusant incite les étudiants à prendre la « bonne » décision – pour l’écologie.
Le Nudge tend en effet à être de plus en plus employé pour servir l’environnement, on parle alors de « Green Nudge ». En effet, on observe fréquemment un décalage entre les convictions environnementales et la réalité des comportements. Le Nudge mis au service de l’écologie peut ainsi aider à réduire cet écart et permet d’aborder l’action publique à partir du comportement réel des citoyens. Il peut être un outil supplémentaire afin d’accélérer la transition écologique.
Au fait, c’est quoi Gaïa ?
Gaïa c’est l’association écolo de Sciences Po Toulouse qui oeuvre pour sensibiliser les étudiants aux causes environnementales. Créée en 2012, elle rythme chaque année notre vie étudiante en organisant de nombreuses initiatives originales qui font bouger les choses !
Gaïa ce sont entre autres des Discos Soupes, des paniers de fruits et légumes de saison tous les mardi issus de l’agriculture locale et raisonnée, le potager derrière l’IEP, des conférences, et bien plus encore. Tu peux aller jeter un œil sur ce qu’ils font en regardant cette petite vidéo ou en consultant leur page Facebook ou leur compte Instagram.
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Elise R.
GÉNIAL!! un article super
Belle initiative étudiante !!
Très bon article , très intéressant !
Très belle idée, certains devraient s’en inspirer !
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