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SKEMA professor does TEDx

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This summer, Zakaria Babutsidze, academic director of the MSc Digital Business gave a TEDx talk on green customer behaviour.

The talk, which was independent of the Digital Business MSc, “Watch me save the planet!” was given at the University Friedrich Schiller Jena in Germany in front of a large audience of political leaders, researchers and students.

The talk was based on Zakaria Babutsidze’s current research results on the impact of the social environment on consumer decisions to take green measures. The research uses Australian data and shows the importance of actions’ visibility as a motivating factor for green behaviour. 

Results show that green initiatives that neighbours can see in action encourage consumers to act in a green way. On the contrary, non-visible green actions do not spread. 

This has strong implications for designing policies that give people the incentive to preserve the environment. 


This research was also presented to university audiences in Valence and Montreal during the summer. 

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