ECO-HURDLES

This project investigates the psychological hurdles, both within and between individuals, that prevent instances of environmentally sustainable behavior from generalizing to further sustainable choices or spreading to other consumers.

Why doesn't one green choice lead to the next?

The EU's Fit for 55 package aims to cut greenhouse gas emissions by at least 55% by 2030, putting Europe on the path to climate neutrality by 2050. However, this depends on a fundamental shift in consumer behavior. Even as green products and services become more available, early adoption doesn't always generalize to new behaviors or new people.
This project investigates why. I examine the psychological barriers to green behavior at two levels:

• Intrapersonal: How perceptual biases shape and limit consistency across different consumption domain
• Interpersonal: Why consumers often fail to follow or mimic others' sustainable choices

By uncovering these hurdles, the project's findings aim to inform policy design and help consumers interpret eco-information more accurately, supporting the shift toward sustainable consumption at scale.