Encouraging Sustainable Behavior

Hans C. M. van Trijp holds the Chair of Marketing and Consumer Behavior at Wageningen University and is part-time Lead Scientist in Consumer Behavior at Unilever R&D in the Netherlands. His scientific work focuses primarily on the extent to which consumer behavior theory can be exploited to inform marketing strategies to enhance sustainable consumer behavior. He was the Scientific Director within the Dutch innovation program Transforum in the area of mobilizing consumer demand for sustainable products and services. He has published extensively in the marketing, consumer psychology, and food domains. He is a member of the editorial boards of the International Journal of Research in Marketing and Food Quality and Preference and chairs the Food and Consumer working group within the European Technology Platform Food for Life with the aim to leverage the research agendas between industry and governments across Europe.

Introduction. Y.R. Avramova, H.C.M. Van Trijp, Multiple Selves in Sustainable Consumption: An Introduction. Enhancing Sustainable Behavior in Everyday Life. J. De Jonge, A. Fischer, H.C.M. Van Trijp, Marketing and Sustainable Development: A Social Marketing Perspective. G. Miller, 27 Thoughts About Multiple Selves, Sustainable Consumption, and Human Evolution. S. Lindenberg, L. Steg, Goal-Framing Theory and Norm-Guided Environmental Behavior. D.G. Goldstein, I.M. Dinner, A Fairly Mechanical Method for Policy Innovation. Strengthening the Sustainability Goal. M.H.C. Meijers, M.K. Noordewier, Y.R. Avramova, I Just Recycled. Can I Use the Car Now? When People Continue or Discontinue Behaving Sustainably After an Initial Sustainable Act. K. Fujita, S.L. Clark, A.L. Freitas, "Think Globally, Act Locally": Construal Levels and Environmentally Relevant Decision-Making. T. Proulx, Is the Sky Falling? The Notion of the Absurd vs. the Feeling of the Absurd. J.C. Banfield, S. Shepherd, A.C. Kay, Consequences of System Defense Motivations for Individuals’ Willingness to Act Sustainably. Exploiting Self-Control in Sustainable Behavior. K.D. Vohs, B. Fennis, From Weakness to Strength: Low Self-Control Can Be Good for Sustainability. J.N. Gutsell, M. Inzlicht, A Neuroaffective Perspective on Why People Fail to Live a Sustainable Lifestyle. Making Sustainability Personally Relevant. M. Zeelenberg, J. Van Doorn, Acting on Emotion. P. Sparks, The Psychology of Sustainability: Attitudes, Identities, Actions, and Engaging with the Welfare of Others. T. Postmes, A. Rabinovich, T. Morton, M. Van Zomeren, Towards Sustainable Social Identities: Including our Collective Future into the Self-Concept. E. Focella, J. Stone, The Use of Hypocrisy for Promoting Environmentally Sustainable Behaviors. Enhancing Sustainable Behavior in Practice. S.A. Schwinghammer, This Was All Very Interesting, But How Can We Use it? A Practitioner’s Guide to Sustainable Behavior. Conclusion. H.C.M. Van Trijp, Recurring Themes on Sustainable Behavior and Their Implications for Intervention.