A lot of people genuinely care about the environment

Most people, when asked if they would like to save their own hard-earned money while simultaneously doing their bit to save the planet would most likely answer yes. Why wouldn’t they? It is a win-win scenario after all. But, as the Behavioural Economics Unit working with the Sustainable Energy Association of Ireland (SEAI) knows all too well, there is a big gap between agreeing with something and actually doing something. The unit is looking at ways that that gap can be closed. The key to its work is recognising what makes us do certain things and what makes us not do them. ….[READ]