How nudging can be used as a tool in order to include the employees in a company’s sustainability efforts : A case study of SkiStar AB, Åre

Background: This thesis is a collaboration between the researcher and the company of SkiStar AB, located on the destination of Åre, Sweden. The study builds upon previous internal quantitative research conducted by the company, where the areas of waste management, recycling, and coworker inclusion showed potential for improvement. The behavioral economic concept of nudging is used as the theoretical standpoint, to discover if changes in the staff accommodation can facilitate sustainable decisions and behaviors. Five interviews are conducted, in order to gain an in-depth understanding of the employee's behavior regarding source sorting and waste management as well as a more detailed and personal view of the current situation. Purpose: By exploring the current situation of the employees and their behavior around waste management and combining this information with the theoretical foundation of nudging, this study aims to investigate and examine how nudging can be used as a tool in order to include the employees in a company's sustainability efforts. Methodology: The research is a qualitative study with an exploratory nature, where five in-depth interviews builds knowledge and creates understanding for the current situation. Thematic analysis is used to find patterns and relationships to analyze and validate the raw data, which later is developed into a first-order analysis, close to the raw material. Later a final analysis and application to the theoretical framework are conducted to fully explore the research questions and create suggestions for the company. Conclusion: The research presents suggestions and appropriate nudging techniques to concretize and guide how nudging can be used as a tool when providing staff accommodation. The research proposes nudging techniques such as change of default option, simplifications and usage of social norms can be implemented to steer the waste management behavior in a sustainable direction, and by that, include the coworkers in the company's sustainability efforts, as well as contribute to a more sustainable destination and planet.