Whenever I order food for delivery, I play a little game to guess how many sets of tableware(餐具)the restaurant will provide with my meal. Sometimes restaurants will throw in two, three or four sets for just one order. But I rarely need any tableware at all, and the waste goes into the trash or collects dust in a kitchen drawer.
Researchers working with Chinese technology group Alibaba tried a simple approach to this problem. Instead of just wastefully doling out tableware, the company required food-delivery customers in some cities in China to pick how many sets of tableware they wanted to receive. The default (默认设置)was set at zero. The result, published today in the journal Science, was a 638% increase in the share of no-tableware orders. If applied across China, researchers found, the approach would save nearly 22 billion sets of plastic tableware. The study doesn't cover carbon emissions, but it's safe to say that the impact would be significant. It struck me as a useful reminder of the many low-hanging fruits across the economy that can cut waste, and emissions.
Nudging its customers cost Alibaba nothing more than a few hours of software engineering time and the impact it brought was immense. The concept of nudging comes from the field of behavioral economics known as nudge theory. It suggests that a slight action can encourage good human behavior without the need for policies that limit choice or economic punishment that raises the cost of bad behavior. To nudge customers to eat better, for example, a restaurant might organize its menu by listing healthy options first and bury unhealthy ones at the bottom. More recently, some big companies like Google have also begun to use nudges to advance climate objectives.
Behavioral economics broadly, and nudges more specifically, aren't without controversy. Some might think it assigns consumers responsibility for addressing environmental challenges. But there is another way to look at it. In the absence of necessary policy—and policy is needed 一companies can help encourage a widespread shift of consumer behavior.
And all of that behavioral change can add up. The International Energy Agency found in 2021 that small behavioral changes in energy consumption such as walking instead of driving and adjusting the thermostat could in total shave off 4% of global emissions. The more that companies can do to facilitate such changes, the better.
