ERG grant awarded for research on sustainable consumer decisions

At the heart of the project lies a central question: How can more sustainable consumer choices be achieved? Despite growing concern about climate change, many individuals find it difficult to make fundamental changes to their behavior. Professor Hofmann examines how this phenomenon is intricately linked to societal structures.

As Professor of Social and Environmental Psychology at Ruhr University Bochum, Hofmann emphasizes that the lack of willpower or self-control is not the sole explanation, despite such assumptions being prevalent in public discourse. The SUSCON project examines the degree to which our thinking is influenced by an “autonomy mindset”—the belief that change is primarily driven by individual will and action. This mindset, the project posits, may lead to structural blindness: those who perceive themselves as solely responsible often overlook how profoundly social, economic, and political contexts shape their daily behavior.

Through a series of empirical studies, the project aims to explore how a shift in perspective can be facilitated. Utilizing cooperative games, diary studies in everyday contexts, and a Europe-wide policy panel, the research will examine the psychological mechanisms that can enhance problem awareness, promote cooperation, and increase support for effective political measures.

“SUSCON aims to bridge the disciplines of psychology, behavioral economics, sociology, and political science,” says Wilhelm Hofmann. “The goal is to critically examine prevailing modes of thought that have proven insufficient—and to identify new pathways for shaping the structural transformation required for a more sustainable future.”