Why is recycling waste or switching off the lights sometimes perceived as more effective for the climate than giving up air travel? A team from the University of Geneva (UNIGE) surveyed nearly 3,000 people and identified key psychological mechanisms underlying these misperceptions. Their findings pave the way for more effective communication strategies that encourage behaviors with the greatest potential to reduce greenhouse gas emissions. The study is published in Nature Sustainability.

Why is recycling waste or switching off the lights sometimes perceived as more effective for the climate than giving up air travel? A team from the University of Geneva (UNIGE) surveyed nearly 3,000 people and identified key psychological mechanisms underlying these misperceptions. Their findings pave the way for more effective communication strategies that encourage behaviors with the greatest potential to reduce greenhouse gas emissions. The study is published in Nature Sustainability.

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