A Design Thinking Approach to Policy Interventions for Nudging Responsible Consumption

The importance of access to safe drinking water for human health is well established. However, increasing concerns about the quality of public water supplies have led to a surge in bottled water consumption, contributing significantly to plastic pollution and environmental degradation. This study examines whether strategic public infrastructure improvements, specifically, the installation of Water Vending Machines (WVMs) by Indian Railways, can serve as a choice architecture nudge to promote responsible consumption and reduce reliance on bottled water. Drawing on the Expectation Confirmation Theory and the Theory of Planned Behavior, this Research identifies key constructs influencing passengers' behavioral intentions toward WVM use, expectation confirmation, environmental beliefs, consumer attitude and trust, perceived usefulness, and risk perception. Using Design Thinking under Research through Design (RtD), the study employs an empathize–define–ideate framework to gather commuter insights, synthesize pain points, ideate potential interventions within the Infrastructure that could nudge commuters toward using WVMs, and ultimately propose these interventions in the form of a policy document to the Railway Authorities of India. The Paper also attempts to build a theory using the Design Thinking exercise.