Mental accounting is impacting sustainable behavior

Read the full story from the Université de Genève.

Human beings tend to create separate mental budget compartments where specific acts of consumption and payments are linked. This mechanism can be counter-productive when it comes to energy consumption and can have a negative impact on attempts to reduce carbon emissions. Psychologists have linked theories and research on mental accounting to energy and sustainability behavior, proposing concrete strategies to improve the impact of climate-control measures.

Associated journal article: Ulf J. J. Hahnel, Gilles Chatelain, Beatrice Conte, Valentino Piana, Tobias Brosch. Mental accounting mechanisms in energy decision-making and behaviourNature Energy, 2020; DOI: 10.1038/s41560-020-00704-6

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