Nudge Theory and Social Innovation: An analysis of citizen and government initiatives during Covid-19 outbreak in Malaysia

Jacey Lynn Minoi, Fitri Suraya Mohamad, Sylvester Arnab, Evan Lau Poh Hock

    Research output: Chapter in Book/Report/Conference proceedingConference proceedingpeer-review

    2 Citations (Scopus)
    348 Downloads (Pure)


    The study presents an analysis of how the Nudge Theory was mobilized in Malaysia during the Covid-19 outbreak. It was observed that during the mandatory lockdown, citizens explored various social innovation solutions to cope with the fear, anxiety and loss of income during the pandemic. The government deployed strategies which exemplified elements of the Nudge Theory to drive nationalism and citizenship. The study assembles data from public reports, media releases and social media postings which document social innovation initiatives throughout the pandemic period. Analysis has revealed how the Nudge Theory were put into play, affecting social behaviours and empathy, which led to various social innovation initiatives.

    Original languageEnglish
    Title of host publicationProceedings of 2020 IEEE 8th R10 Humanitarian Technology Conference, R10-HTC 2020
    PublisherInstitute of Electrical and Electronics Engineers Inc.
    Number of pages6
    ISBN (Electronic)9781728111100
    ISBN (Print)9781728111117
    Publication statusPublished - 23 Feb 2021
    Event8th IEEE R10 Humanitarian Technology Conference, R10-HTC 2020 - Kuching, Malaysia
    Duration: 1 Dec 20203 Dec 2020

    Publication series

    NameIEEE Region 10 Humanitarian Technology Conference, R10-HTC
    ISSN (Print)2572-7621


    Conference8th IEEE R10 Humanitarian Technology Conference, R10-HTC 2020

    Bibliographical note

    © 2021 IEEE. Personal use of this material is permitted. Permission from IEEE must be obtained for all other uses, in any current or future media, including reprinting/republishing this material for advertising or promotional purposes, creating new collective works, for resale or redistribution to servers or lists, or reuse of any copyrighted component of this work in other works.

    Funding Information:
    ACKNOWLEDGEMENT This study is part of the ACES project that is funded by ESRC (U.K.) under the GCRF-UKRI (Grant no.: RG/I03/UKRI/02/2020, REF: ES/T004789/1).

    Publisher Copyright:
    © 2020 IEEE.


    • Citizenship
    • Covid-19 pandemic
    • Nudge theory
    • social innovation

    ASJC Scopus subject areas

    • Waste Management and Disposal
    • Development
    • Geography, Planning and Development
    • Pollution
    • Renewable Energy, Sustainability and the Environment
    • Environmental Engineering


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