Friday 24 July 11:25
- 12:55
Hall: 24 - Room 3 SPT
Chair and Presenter:
Milani Alessandro
Division: Division 4: Environmental Psychology
This symposium explores how psychology can support the social acceptance and individual engagement necessary for
the success of sustainable innovations. Technological solutions to climate and environmental challenges are, indeed,
evolving fastly, but their impact hinges on widespread acceptance (and adoption).
The novelty of this symposium lies in its integration of diverse behavioral and psychological approaches to
understanding public reactions to emerging sustainable technologies and practices. It is particularly pertinent to the
Congress theme of addressing global sustainability challenges by bridging scientific insights with real-world
implementation. The symposium combines five empirical studies, each offering a unique angle on the social
psychological drivers and barriers to sustainable engagement.
Patrizia Catellani will present the first contribution, which investigates how matching mobile app messages to users'
regulatory focus (promotion vs. prevention) can enhance engagement with digital tools that promote sustainable diets.
This study highlights the role of motivational fit in fostering pro-environmental behavior through tailored
communication.
The second presentation, by Sergio Vila-Tojo, examines the free-rider effect in adopting recycled water. It
demonstrates how a strong sense of moral obligation can counteract disengagement when individuals perceive their
contribution as nonessential, particularly in behaviors with high personal costs.
Alessandro Milani will present the third talk, focusing on stakeholder engagement in the bioeconomy transition. By
combining large-scale stakeholder mapping with qualitative interviews, this study offers a framework for identifying
and addressing belief-based barriers and drivers to the acceptance of bio-based materials.
The fourth study by Gonzalo Palomo-Vélez explores public trustinhydrogenenergyinitiatives.Itshowshow
company history andperceivedreputationmanagementinfluencetrustandacceptance,particularlywhenfossilfuel
companiespromotegreeninnovation.
Finally, Nadja Contzen will discuss global perceptions of Solar Radiation Management (SRM), emphasizing
distributive justice concerns and cross-cultural differences in acceptance. The study underscores how perceived
fairness, especially in the Global South, shapes public support for controversial climate interventions.
Together, these presentations offer complementary insights into the social-psychological dimensionsofsustainable
change,showing how motivations,trust,and justiceperceptionsshapeacceptanceandengagementwith
environmentalinnovations.
