Green Digital Nudging and channel relationships

The promotion of responsible behavior is one of the main areas of nudging and, more recently, digital nudging. Technologies can enable new forms of horizontal and vertical relationships in a pre-competitive context where negotiating perspectives are overcome by a collective benefit that can generate reputational effects. In this case, the role of Institutions is indispensable, especially in the FMCG sector where there is high intrabrand-competition. Starting from these considerations, the paper explores the potential organizational architectures in the topic of sustainable digital nudging through a critical review of the main national and international initiatives.