Her thesis Unpacking Environmental Concern in Digital Green Nudging: Insights from a Large-Scale Field Study on a Sustainability Oriented App, examines how digital communication can influence sustainable behaviour. The award was presented on Friday, 6 February 2026 during a ceremony at the DeLaMar Theater in Amsterdam. Vernooij received €1,500; her supervisor, Dr Dale Rickert, received €500. The prize, organised by ASF award coordinator Almasa Sarabi (Assistant Professor Human Resource Management),  is awarded annually by KPMG and UvA Economics and Business for the best master’s thesis in sustainability.

The power of language

In collaboration with an international sustainability app, Vernooij tested how different formulations in app messages and push notifications affect user behaviour. By emphasising positive environmental effects and highlighting the choices of other users, she found that small adjustments in wording led to more click-throughs and measurable sustainable actions.

In a supplementary study, she explored differences between user groups. Those who already valued sustainability responded more strongly to messages showing the environmental impact of their actions. ‘I wanted to understand how to honestly and subtly encourage people to make more sustainable choices online. My background in psychology and my interest in sustainability converged perfectly in this research. I’m therefore proud of this recognition,’ says Vernooij.

Scientifically robust and practically relevant

‘What’s special about this research is that it’s based on the real behavior of nearly half a million app users,’ says Jerwin Tholen, partner in sustainability at KPMG, who presented the award on behalf of the jury. ‘Anna shows how even small differences in word choice can influence people’s actions. This makes the insights not only scientifically sound but, above all, practically applicable for organisations that want to use digital communication to encourage sustainable choices.’

The jury consisted of Wendelien van Eerde, Neris Güven, Arno Kourula (all from the Amsterdam Business School) and Jerwin Tholen.

A longstanding tradition

The prize has been awarded since 2017 and is named after Dr George Molenkamp, founder of KPMG’s sustainability practice and former professor of Environmental Management at the University of Amsterdam. Since 2025, the award has been linked to A Sustainable Future (ASF). This is an UvA Economics & Business research platform focused on sustainability themes aligned with the UN Sustainable Development Goals.