Norse Nova University’s Challenge: Nudging Students Toward Sustainability

This case study discusses the role of universities in achieving the United Nations Sustainable Development Goals and how being sustainable can impact organizational success and brand identity. The heart of the matter lies in Norse Nova University’s dilemma: choosing between ‘social influence’ and ‘efficacy’ strategies to motivate students to adopt sustainable practices. Social influence leverages influencers to establish sustainability as a social norm, while the efficacy strategy emphasizes tangible benefits for behavior change. The discussion questions encourage the analysis of the relationship between sustainability and institutional success, encourage a comparative analysis of the two strategies, and prompt students to choose practical steps for implementing the selected strategy. Upon completion, students will understand the importance of sustainability in higher education and will be able to assess the challenges and opportunities associated with the implementation of strategies for changing perceptions and behaviors. The case study is suitable for both graduate and undergraduate courses in subjects such as business administration, management, and social psychology.