From pixels to policy: evaluating the behavioural impact and cost effectiveness of picture nudges in water conservation at university residences
Our study examines the impact of visual nudges on encouraging water-saving behavior in response to the water shortage in Nelson Mandela Bay. We conducted a randomized experiment in two female student residences at Nelson Mandela University, assigning one as the treatment site with nudge imagery and...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2025-12-01
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| Series: | Cogent Social Sciences |
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| Online Access: | https://www.tandfonline.com/doi/10.1080/23311886.2025.2464873 |
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| author | Rasaq Raimi Andrew Phiri |
| author_facet | Rasaq Raimi Andrew Phiri |
| author_sort | Rasaq Raimi |
| collection | DOAJ |
| description | Our study examines the impact of visual nudges on encouraging water-saving behavior in response to the water shortage in Nelson Mandela Bay. We conducted a randomized experiment in two female student residences at Nelson Mandela University, assigning one as the treatment site with nudge imagery and the other as a control. Water usage was tracked in both sites through a smart water meter system, and the data were analyzed with a difference-in-difference approach. The results indicate that the nudge messages led to a 33% reduction in water usage at the treated residence, amounting to approximately 8,037 liters saved daily. A cost-benefit analysis based on municipal tariffs shows that the experiment’s benefits exceeded its costs, even at the lowest tariff rate. This suggests that visual nudges may be an effective tool for local water authorities to address water conservation challenges. A sensitivity analysis further confirms the sustained influence of the visual nudge in promoting voluntary water conservation over time. Based on these findings, we recommend that water authorities implement this approach in high-consumption buildings to foster a conservation-oriented culture. |
| format | Article |
| id | doaj-art-c27982b0b24d4a5092ab1fd33e7482bf |
| institution | OA Journals |
| issn | 2331-1886 |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Social Sciences |
| spelling | doaj-art-c27982b0b24d4a5092ab1fd33e7482bf2025-08-20T02:30:15ZengTaylor & Francis GroupCogent Social Sciences2331-18862025-12-0111110.1080/23311886.2025.2464873From pixels to policy: evaluating the behavioural impact and cost effectiveness of picture nudges in water conservation at university residencesRasaq Raimi0Andrew Phiri1Department of Economics, Faculty of Business and Economic Studies, Nelson Mandela University, Port Elizabeth, South AfricaDepartment of Economics, Faculty of Business and Economic Studies, Nelson Mandela University, Port Elizabeth, South AfricaOur study examines the impact of visual nudges on encouraging water-saving behavior in response to the water shortage in Nelson Mandela Bay. We conducted a randomized experiment in two female student residences at Nelson Mandela University, assigning one as the treatment site with nudge imagery and the other as a control. Water usage was tracked in both sites through a smart water meter system, and the data were analyzed with a difference-in-difference approach. The results indicate that the nudge messages led to a 33% reduction in water usage at the treated residence, amounting to approximately 8,037 liters saved daily. A cost-benefit analysis based on municipal tariffs shows that the experiment’s benefits exceeded its costs, even at the lowest tariff rate. This suggests that visual nudges may be an effective tool for local water authorities to address water conservation challenges. A sensitivity analysis further confirms the sustained influence of the visual nudge in promoting voluntary water conservation over time. Based on these findings, we recommend that water authorities implement this approach in high-consumption buildings to foster a conservation-oriented culture.https://www.tandfonline.com/doi/10.1080/23311886.2025.2464873Behavioural nudgespicture clueswater conservationrandomized control experimentdifference-in-difference estimatorEconomic Psychology |
| spellingShingle | Rasaq Raimi Andrew Phiri From pixels to policy: evaluating the behavioural impact and cost effectiveness of picture nudges in water conservation at university residences Cogent Social Sciences Behavioural nudges picture clues water conservation randomized control experiment difference-in-difference estimator Economic Psychology |
| title | From pixels to policy: evaluating the behavioural impact and cost effectiveness of picture nudges in water conservation at university residences |
| title_full | From pixels to policy: evaluating the behavioural impact and cost effectiveness of picture nudges in water conservation at university residences |
| title_fullStr | From pixels to policy: evaluating the behavioural impact and cost effectiveness of picture nudges in water conservation at university residences |
| title_full_unstemmed | From pixels to policy: evaluating the behavioural impact and cost effectiveness of picture nudges in water conservation at university residences |
| title_short | From pixels to policy: evaluating the behavioural impact and cost effectiveness of picture nudges in water conservation at university residences |
| title_sort | from pixels to policy evaluating the behavioural impact and cost effectiveness of picture nudges in water conservation at university residences |
| topic | Behavioural nudges picture clues water conservation randomized control experiment difference-in-difference estimator Economic Psychology |
| url | https://www.tandfonline.com/doi/10.1080/23311886.2025.2464873 |
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