Descripción del proyecto
Cambios de comportamiento sostenibles para un futuro más ecológico
En un mundo que afronta una crisis climática urgente, se plantea una cuestión acuciante: ¿Cómo podemos incitar a las personas a adoptar comportamientos sostenibles, sobre todo en el «statu quo» de los combustibles fósiles? El cambio mundial hacia la neutralidad climática exige algo más que avances tecnológicos y reformas del mercado. Requiere una transformación profunda de la sociedad. Financiado por el Consejo Europeo de Investigación, el equipo del proyecto GREEN TIPPING ofrece estrategias innovadoras para impulsar cambios transformadores. En concreto, adopta una estrategia cuádruple: predecir, probar, perfeccionar y validar. Mediante el análisis de las condiciones y el momento oportuno para abandonar las normas perjudiciales, el equipo de GREEN TIPPING es pionero en una batería de intervenciones, rigurosamente probadas en diversas poblaciones. Estas intervenciones prometen hacer que las opciones sostenibles se refuercen a sí mismas, lo que reduce el coste social de las políticas y acelera el cambio.
Objetivo
How common must a behavior be, before a reluctant person decides to conform? And can information campaigns and behavioral interventions instigate enough change to transition to a new norm with the least disruption? The project addresses these topical questions, contributing key insights to the ecological transition. The netzero transition poses unprecedented societal challenges, that cannot be tackled with technology and markets alone. It requires behavioral and social change. Abandoning entrenched detrimental norms, including those that perpetuate the fossil-fueled lock-in, is notoriously difficult, preventing change and limiting policy efficacy. A nascent literature tackles Social Tipping Interventions -STI, aiming at cost-effective disproportionate change, by pushing behaviors past an adoption threshold beyond which further uptake is self-reinforcing. Intervening on target groups can greatly reduce the societal cost of a policy and thus holds promise for precipitating change. Yet, research in this field is confined to theory or small-scale experiments.
GREEN TIPPING aims to provide an innovative and rigorous analysis of the untapped potential of tailored interventions to scale sustainable behavior and trigger systemic shift. To this end, I plan a four-pronged approach: posit, test, refine, validate. The team derives predictions on the conditions and timing for abandoning a detrimental social norm. We then test the effectiveness of a battery of interventions on representative multi-country samples, to quantify the hypothesized effects. This allows for refining target specific STI, to be tested in controlled group experiments. Lastly, we validate the findings by assessing contagion in the field, focusing on renewable energy adoption in targeted samples elsewhere. The interdisciplinary approach draws from the natural and social sciences, with transformative theoretical, experimental and policy advances relevant to environmental and other high-stake challenges.
Ámbito científico
Palabras clave
Programa(s)
- HORIZON.1.1 - European Research Council (ERC) Main Programme
Régimen de financiación
HORIZON-ERC - HORIZON ERC GrantsInstitución de acogida
40126 Bologna
Italia