Diffusion of pro-environmental norms

Behavioral science has developed tools for inducing pro-environmental behavior change. These tools aim at changing the behavior of individuals. Extending the individual-level perspective, our project raises the question of how individual behavior change transforms into social dynamics. More specifically, we study how social norms of pro-environmental behavior emerge and diffuse. Finally, we will elaborate strategies of how to trigger and reinforce the diffusion of pro-environmental norms.

Contact. Joël Berger (joel.berger@soz.unibe.ch)

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