The Low Harm Hedonism Initiative will develop and validate a new theory that explains, predicts, and elicits pro-environmental conduct among consumers in enjoyment-focused settings. It will challenge the assumption of conventional theories about universal drivers of human behaviour, asserting instead that increased enjoyment or changed infrastructure are needed to boost pro-environmental actions in hedonic contexts.
The outcome and benefits will be effective, evidenced-based social interventions that reduce the huge environmental burden of tourism and other enjoyment-focused activities, without reducing customer satisfaction and without financially burdening businesses.
This five-year research program is funded by the Australian Research Council’s Laureate Fellowship scheme (project number FL190100143).
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