Engaging the Public Through Design: How Digital Platforms Nudge Public Engagement

ABSTRACT Public engagement often encounters significant barriers and challenges. Digital platforms are increasingly employed to nudge citizens toward behaviors that serve the public interest. This study examines whether and how design features of digital platforms shape citizens' engagement in pro‐environmental behaviors. Drawing on a conjoint experiment conducted in China, we find that design elements such as gamification, visual feedback, rewards, frequent information disclosure, social comparison, and accessibility significantly increase citizens' willingness to engage in low‐carbon behaviors and strengthen their preference for digital platforms. Perceived ease of use and the perceived likelihood of achieving policy goals appear to be key mechanisms driving these effects. Furthermore, citizens' policy knowledge and behavior, as well as their policy beliefs and positions, act as important scope conditions. These findings suggest that optimizing the design of digital platforms can enhance public engagement in voluntary pro‐environmental action.