dr. J.W. (Jan Willem) Bolderdijk

Many of the grand issues facing society today – climate change, overconsumption, depletion of natural resources – are at their root a behavioral problem. We know what to do (e.g., drastically reduce carbon emissions) and have the tools to accomplish it (e.g., energy-neutral technologies, radical consumer policies). However, as long as citizens do not support or adopt such changes, these issues will remain unsolved. My research aims to tackle this by uncovering the psychological barriers preventing change.