Nudging for sustainability: a case study of business-to-business networks
Monika, Hattinger ; Sundstrom, Malin LU
and Norstrom, Livia
(2026)
In Journal of Business and Industrial Marketing
41(13).
- Abstract
- Purpose
This study aims to explore nudging as a technique and mechanism for driving sustainability, with a particular focus on the influence of business-to-business (B2B) network relationships and marketing strategies in the polymer manufacturing industry.
Design/methodology/approach
This research uses a qualitative single-case design with a critical case rationale to explore experiences and perspectives of industrial managers in a polymer-based pharmaceutical packaging company. The case is selected as a critical context for examining how sustainability-related nudges shape B2B networks and marketing, with nudging theory empirically tested and integrated into network theory and the actors–resources–activities (ARA)... (More) - Purpose
This study aims to explore nudging as a technique and mechanism for driving sustainability, with a particular focus on the influence of business-to-business (B2B) network relationships and marketing strategies in the polymer manufacturing industry.
Design/methodology/approach
This research uses a qualitative single-case design with a critical case rationale to explore experiences and perspectives of industrial managers in a polymer-based pharmaceutical packaging company. The case is selected as a critical context for examining how sustainability-related nudges shape B2B networks and marketing, with nudging theory empirically tested and integrated into network theory and the actors–resources–activities (ARA) model.
Findings
The findings demonstrate how managers apply nudging techniques across B2B networks to advance sustainability. Techniques such as simplifying and framing information, changes to physical environments, default policies and social norms are embedded in the three layers of the ARA model: activity chains, resource connections and actor ties.
Practical implications
This study provides managers with a strategic framework for incorporating nudging techniques to integrate sustainability into B2B networks. By leveraging simplification, social norms and structural interventions, managers can guide behavioral change incrementally while maintaining trust and autonomy across organizational boundaries.
Originality/value
This research contributes to the literature on sustainability in B2B marketing strategy by integrating nudging theory with the ARA model through a critical single case study. The study introduces a novel framework that explains how behavioral interventions are embedded and reinforced within network structures by integrating nudging with the constructs of interaction, adaptation and conceptualization. The integrated framework extends nudging theory beyond consumer contexts, offering new insights into how sustainability transitions unfold through relational and systemic mechanisms in complex B2B environments. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/5ed39874-dcf2-4c8f-8131-8ade66651040
- author
- Monika, Hattinger
; Sundstrom, Malin
LU
and Norstrom, Livia
- organization
- publishing date
- 2026
- type
- Contribution to journal
- publication status
- published
- subject
- in
- Journal of Business and Industrial Marketing
- volume
- 41
- issue
- 13
- publisher
- Emerald Group Publishing Limited
- external identifiers
-
- scopus:105035511055
- ISSN
- 0885-8624
- DOI
- 10.1108/JBIM-10-2024-0756
- language
- English
- LU publication?
- yes
- id
- 5ed39874-dcf2-4c8f-8131-8ade66651040
- date added to LUP
- 2026-06-01 10:19:29
- date last changed
- 2026-06-02 04:00:46
@article{5ed39874-dcf2-4c8f-8131-8ade66651040,
abstract = {{Purpose<br/>This study aims to explore nudging as a technique and mechanism for driving sustainability, with a particular focus on the influence of business-to-business (B2B) network relationships and marketing strategies in the polymer manufacturing industry.<br/><br/>Design/methodology/approach<br/>This research uses a qualitative single-case design with a critical case rationale to explore experiences and perspectives of industrial managers in a polymer-based pharmaceutical packaging company. The case is selected as a critical context for examining how sustainability-related nudges shape B2B networks and marketing, with nudging theory empirically tested and integrated into network theory and the actors–resources–activities (ARA) model.<br/><br/>Findings<br/>The findings demonstrate how managers apply nudging techniques across B2B networks to advance sustainability. Techniques such as simplifying and framing information, changes to physical environments, default policies and social norms are embedded in the three layers of the ARA model: activity chains, resource connections and actor ties.<br/><br/>Practical implications<br/>This study provides managers with a strategic framework for incorporating nudging techniques to integrate sustainability into B2B networks. By leveraging simplification, social norms and structural interventions, managers can guide behavioral change incrementally while maintaining trust and autonomy across organizational boundaries.<br/><br/>Originality/value<br/>This research contributes to the literature on sustainability in B2B marketing strategy by integrating nudging theory with the ARA model through a critical single case study. The study introduces a novel framework that explains how behavioral interventions are embedded and reinforced within network structures by integrating nudging with the constructs of interaction, adaptation and conceptualization. The integrated framework extends nudging theory beyond consumer contexts, offering new insights into how sustainability transitions unfold through relational and systemic mechanisms in complex B2B environments.}},
author = {{Monika, Hattinger and Sundstrom, Malin and Norstrom, Livia}},
issn = {{0885-8624}},
language = {{eng}},
number = {{13}},
publisher = {{Emerald Group Publishing Limited}},
series = {{Journal of Business and Industrial Marketing}},
title = {{Nudging for sustainability: a case study of business-to-business networks}},
url = {{http://dx.doi.org/10.1108/JBIM-10-2024-0756}},
doi = {{10.1108/JBIM-10-2024-0756}},
volume = {{41}},
year = {{2026}},
}