Nudging insurance customers to go digital: Evidence from a field experiment with Länsförsäkringar Skåne.

Abstract: By performing a field experiment within behavioural economics with focus on creating a nudge, this study enables to investigate whether a nudge that create better awareness have ability to influence individuals to make a more environmental friendly decision. By performing a field experiment in cooperation with Länsförsäkringar Skåne, the study shows that the nudges have a significant impact of raising awareness and making more vehicle-insurance customers more willing to switch to receive their information through digital services. The experiment is performed by sending out three different types of letters by email to three randomly selected groups consisting of 13500 insurance customers. All the letters show significant effect of influencing the recipients compared to a control group. The study includes variables such as gender and age in the models to investigate whether these variables can explain the outcome. The gender variables show significant results of influencing the recipients’ decision. However, when it comes to the age variable the study could not show any significant results, which indicates that it cannot be concluded whether the age variable has any affect or not.