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Prof. dr. J.W. (Jan Willem) Bolderdijk

Faculty of Economics and Business
Section Marketing
Photographer: Kirsten van Santen
Visiting address
  • Plantage Muidergracht 12
Postal address
  • Postbus 15953
    1001 NL Amsterdam
Contact details
  • Profile

    Jan Willem is Professor of Sustainability & Marketing. His research focuses on the question of why good intentions don't always translate into environmentally-sustainable actions. His earlier research showed that social awkwardness could play an important role – many people are motivated to act more sustainably, but they don’t want to be labelled as holier-than-thou. In his more recent research, he explores social tipping points dynamics: how can marketers, consumers and businesses help to make green behaviors more mainstream?

    Inaugural lecture:

    I delivered my inaugural speech "Words speak louder than actions" at the University of Amsterdam on Black Friday, November 24, 2023. Please find the speech in English and Dutch below. 

     

    Brochure UvA EB Inaugural lecture (in English)
    Brochure UvA EB Inaugural lecture (in Dutch)
    Registration in UvA-Dare
  • Teaching

    Conscious Marketing

    Masterclass Marketing & Duurzaamheid

  • Publications

    2024

    • Hoffmann, T., Ye, M., Zino, L., Cao, M., Rauws, W., & Bolderdijk, J. W. (2024). Overcoming inaction: An agent-based modelling study of social interventions that promote systematic pro-environmental change. Journal of Environmental Psychology, 94, Article 102221. https://doi.org/10.1016/j.jenvp.2023.102221 [details]
    • Judge, M., Bouman, T., Steg, L., & Bolderdijk, J. W. (2024). Accelerating social tipping points in sustainable behaviors: Insights from a dynamic model of moralized social change. One Earth. Advance online publication. https://doi.org/10.1016/j.oneear.2024.04.004
    • Mlakar, Ž., Bolderdijk, J. W., Risselada, H., Fennis, B. M., Ye, M., Zino, L., & Cao, M. (2024). Social Tipping Games: Experimental Paradigms for Studying Consumer Movements. Journal of the Association for Consumer Research. Advance online publication. https://doi.org/10.1086/731916
    • Prosser, A. M. B., Heung, L. N. M., Blackwood, L., O'Neill, S., Bolderdijk, J. W., & Kurz, T. (2024). ‘Talk amongst yourselves’: designing and evaluating a novel remotely-moderated focus group methodology for exploring group talk. Qualitative Research in Psychology, 21(1), 1-43. https://doi.org/10.1080/14780887.2023.2257614 [details]
    • Prosser, A., O'Neill , S., Whitmarsh, L., Bolderdijk, J. W., Kurtz, T., & Blackwood, L. (2024). Overcoming (vegan) burnout: Mass-gatherings can provide respite and rekindle shared identity and social action efforts in moralised minority groups. Political Psychology. Advance online publication. https://doi.org/10.1111/pops.13009
    • Tirion, A. S. C., Mulder, L. B., Kurz, T., Koudenburg, N., Prosser, A. M. B., Bain, P. A., & Bolderdijk, J. W. (2024). The sound of silence: The importance of bystander support for confronters in the prevention of norm erosion. British Journal of Social Psychology, 63(2), 909-935. https://doi.org/10.1111/bjso.12709

    2023

    • Hoffmann, T., Rauws, W., Sparkman, G., & Bolderdijk, J. W. (2023). Norm nudges in neighbourhoods: when do they work and why? In B. Gatersleben, & N. Murtagh (Eds.), Handbook on Pro-Environmental Behaviour Change (pp. 96-113). Edward Elgar Publishing. https://doi.org/10.4337/9781800882133.00013 [details]

    2022

    • Bolderdijk, J. W., & Cornelissen, G. (2022). “How do you know someone's vegan?” They won't always tell you. An empirical test of the do-gooder's dilemma. Appetite, 168. https://doi.org/10.1016/j.appet.2021.105719
    • Bouwman, E., Bolderdijk, J. W., Onwezen, M., & Taufik, D. (2022). “Do you consider animal welfare to be important?” Activating cognitive dissonance via value activation can promote vegetarian choices. Journal of Environmental Psychology, 83. https://doi.org/10.1016/j.jenvp.2022.101871
    • Brouwer, C., Bolderdijk, J. W., Cornelissen, G., & Kurz, T. (2022). Communication strategies for moral rebels: How to talk about change in order to inspire self-efficacy in others. Wiley Interdisciplinary Reviews. Climate Change, 13(5), Article e781. Advance online publication. https://doi.org/10.1002/wcc.781
    • Flores, E. C., Kelman, I., Joye, Y., Bolderdijk, J. W., Ayeb-Karlsson, S., Wutich, A., Ayalon, L., & Hickman, C. (2022). A healthy planet for a healthy mind. One Earth, 5(4), 307-310. https://doi.org/10.1016/j.oneear.2022.03.021
    • Koch, J. A., Bolderdijk, J. W., & van Ittersum, K. (2022). Can graphic warning labels reduce the consumption of meat? Appetite, 168. https://doi.org/10.1016/j.appet.2021.105690

    2021

    • Bolderdijk, J. W., & Jans, L. (2021). Minority influence in climate change mitigation. Current Opinion in Psychology, 42, 25-30. https://doi.org/10.1016/j.copsyc.2021.02.005
    • Koch, J. A., Bolderdijk, J. W., & van Ittersum, K. (2021). No Way, That’s Gross! How Public Exposure Therapy Can Overcome Disgust Preventing Consumer Adoption of Sustainable Food Alternatives. Foods, 10(6). https://doi.org/10.3390/foods10061380
    • Koch, J., Bolderdijk, J. W., & van Ittersum, K. (2021). Disgusting? No, just deviating from internalized norms. Understanding consumer skepticism toward sustainable food alternatives. Journal of Environmental Psychology, 76. https://doi.org/10.1016/j.jenvp.2021.101645
    • Ye, M., Zino, L., Mlakar, Ž., Bolderdijk, J. W., Risselada, H., Fennis, B. M., & Cao, M. (2021). Collective patterns of social diffusion are shaped by individual inertia and trend-seeking. Nature Communications, 12(1). https://doi.org/10.1038/s41467-021-25953-1

    2020

    • Bösehans, G., Bolderdijk, J. W., & Wan, J. (2020). Pay more, fly more? Examining the potential guilt-reducing and flight-encouraging effect of an integrated carbon offset. Journal of Environmental Psychology, 71. https://doi.org/10.1016/j.jenvp.2020.101469
    • Joye, Y., Bolderdijk, J. W., Koster, M., & Piff, P. (2020). A diminishment of desire: Exposure to nature relative to urban environments dampens materialism. Urban Forestry and Urban Greening, 54. https://doi.org/10.1016/j.ufug.2020.126783
    • Prossner, A. M. B., Judge, M., Bolderdijk, J. W., Blackwood, L., & Kurz, T. (2020). ‘Distancers’ and ‘non-distancers’? The potential social psychological impact of moralizing COVID-19 mitigating practices on sustained behaviour change. British Journal of Social Psychology, 59(3), 653-662. https://doi.org/10.1111/bjso.12399
    • Venhoeven, L. A., Bolderdijk, J. W., & Steg, L. (2020). Why going green feels good. Journal of Environmental Psychology, 71. https://doi.org/10.1016/j.jenvp.2020.101492

    2018

    • Bolderdijk, J. W., Brouwer, C., & Cornelissen, G. (2018). When Do Morally Motivated Innovators Elicit Inspiration Instead of Irritation? Frontiers in Psychology, 8(2362). https://doi.org/10.3389/fpsyg.2017.02362

    2017

    • Bolderdijk, J., Steg, L., Woerdman, E., Frieswijk, R., & De Groot, J. (2017). Understanding Effectiveness Skepticism. Journal of Public Policy & Marketing, 36(2), 348-361. https://doi.org/10.1509/jppm.16.118
    • Woerdman, E., & Bolderdijk, J. (2017). Emissions trading for households? A behavioral law and economics perspective. European Journal of Law and Economics, 44(3), 553-578. https://doi.org/10.1007/s10657-015-9516-x
    • van den Broek, K., Bolderdijk, J. W., & Steg, L. (2017). Individual differences in values determine the relative persuasiveness of biospheric, economic and combined appeals. Journal of Environmental Psychology, 53, 145-156. https://doi.org/10.1016/j.jenvp.2017.07.009

    2016

    • Taufik, D., Bolderdijk, J. W., & Steg, L. (2016). Going green? The relative importance of feelings over calculation in driving environmental intent in the Netherlands and the United States. Energy Research & Social Science, 22, 52-62. https://doi.org/10.1016/j.erss.2016.08.012
    • Venhoeven, L. A., Bolderdijk, J. W., & Steg, L. (2016). Why Acting Environmentally-Friendly Feels Good: Exploring the Role of Self-Image. Frontiers in Psychology, 7. https://doi.org/10.3389/fpsyg.2016.01846

    2015

    2014

    • Dogan, E., Bolderdijk, J. W., & Steg, L. (2014). Making Small Numbers Count: Environmental and Financial Feedback in Promoting Eco-driving Behaviours. Journal of Consumer Policy, 37(3), 413-422. https://doi.org/10.1007/s10603-014-9259-z
    • Leijten, F. R. M., Bolderdijk, J. W., Keizer, K., Gorsira, M., van der Werff, E., & Steg, L. (2014). Factors that influence consumers' acceptance of future energy systems: the effects of adjustment type, production level, and price. Energy Efficiency, 7(6), 973-985. https://doi.org/10.1007/s12053-014-9271-9
    • Noppers, E. H., Keizer, K., Bolderdijk, J. W., & Steg, L. (2014). The adoption of sustainable innovations: Driven by symbolic and environmental motives. Global Environmental Change, 25, 52-62. https://doi.org/10.1016/j.gloenvcha.2014.01.012
    • Schouten, T. M., Bolderdijk, J. W., & Steg, L. (2014). Framing car fuel efficiency: linearity heuristic for fuel consumption and fuel-efficiency ratings. Energy Efficiency, 7(5), 891-901. https://doi.org/10.1007/s12053-014-9260-z
    • Steg, L., Bolderdijk, J. W., Keizer, K., & Perlaviciute, G. (2014). An integrated framework for encouraging pro-environmental behaviour: The role of values, situational factors and goals. Journal of Environmental Psychology, 38, 104-115. https://doi.org/10.1016/j.jenvp.2014.01.002

    2013

    • Bolderdijk, J. W., Gorsira, M., Keizer, K. E., & Steg, L. (2013). Values Determine the (In) Effectiveness of Informational Interventions in Promoting Pro-Environmental Behavior. PLoS ONE, 8(12). https://doi.org/10.1371/journal.pone.0083911
    • Bolderdijk, J. W., Steg, L., & Postmes, T. (2013). Fostering support for work floor energy conservation policies: Accounting for privacy concerns. Journal of Organizational Behavior, 34(2), 195-210. https://doi.org/10.1002/job.1831
    • Bolderdijk, J. W., Steg, L., Geller, E. S., Lehman, P. K., & Postmes, T. (2013). Comparing the effectiveness of monetary versus moral motives in environmental campaigning. Nature Climate Change, 3(4), 413-416. https://doi.org/10.1038/NCLIMATE1767
    • Venhoeven, L., Bolderdijk, J. W., & Steg, L. (2013). Explaining the paradox: How pro-environmental behaviour can both thwart and foster well-being. Sustainability, 5(4), 1372-1386. https://doi.org/10.3390/su5041372

    2011

    • Bolderdijk, J. W., Knockaert, J., Steg, L., & Verhoef, E. T. (2011). Effects of Pay-As-You-Drive vehicle insurance on young drivers' speed choice: Results of a Dutch field experiment. Accident Analysis and Prevention, 43(3), 1181-1186. https://doi.org/10.1016/j.aap.2010.12.032
    • Hamstra, M. R. W., Bolderdijk, J. W., & Veldstra, J. L. (2011). Everyday risk taking as a function of regulatory focus. Journal of Research in Personality, 45(1), 134-137. https://doi.org/10.1016/j.jrp.2010.11.017

    2021

    2020

    • Risselada, H., Bolderdijk, J. W., Mlakar, Z., Fennis, B. M., Ye, B., & Zino, L. (2020). Releasing the brake: How disinhibition frees people and facilitates innovation diffusion. In Proceedings of the European Marketing Academy: EMAC 2020 Annual Conference EMAC.

    2017

    • Handgraaf, M., Griffioen, A., Bolderdijk, J. W., & Thogersen, J. (2017). Economic Psychology and Pro‐Environmental Behaviour. In R. Raynard (Ed.), Economic Psychology (pp. 435-450). (BPS textbooks in psychology). Wiley-Blackwell. https://doi.org/10.1002/9781118926352.ch27
    • Lehman, P. K., Geller, E. S., & Bolderdijk, J. W. (2017). Applications of social psychology to increase the impact of behaviour-focused intervention. In L. Steg, B. Buunk, K. Keizer, & T. Rothengatter (Eds.), Applied Social Psychology (pp. 52-78). Cambridge University Press.
    • Venhoeven, L., Steg, E., & Bolderdijk, J. W. (2017). Can engagement in environmentally-friendly behavior increase well-being? In G. Fleury-Bahi, E. Pol, & O. Navarro (Eds.), Handbook of environmental psychology and quality of life research (pp. 229-237). (International Handbooks of Quality-of-Life). Springer International Publishing. https://doi.org/10.1007/978-3-319-31416-7_13

    2016

    • Bolderdijk, J. W., van der Werff, E., & Steg, L. (2016). De psychologische effecten van prijsprikkels. Tijdschrift Vervoerswetenschap, 52(1), 3-17.

    2014

    • Bolderdijk, J. W., & Steg, L. (2014). Promoting sustainable consumption. In L. A. Reisch, & J. Thøgersen (Eds.), The risks of using financial incentives (pp. 328-342). Edward Elgar Publishing. https://doi.org/10.4337/9781783471270.00033
    • Geller, E. S., Cunningham, T., & Bolderdijk, J. W. (2014). Ecology: Achieving an ecologically sustainable future. In T. P. Gullotta, & M. Bloom (Eds.), Encyclopedia of primary prevention and health promotion (pp. 278-293). Springer.

    2012

    • Bolderdijk, J. W., Lehman, P. K., & Geller, E. S. (2012). Promoting Pro-environmental Behavior with Rewards and Penalties. In L. Steg, A. E. van den Berg, & J. I. M. de Groot (Eds.), Environmental Psychology (pp. 233-242). Wiley.

    2023

    Media appearance

    2010

    • Bolderdijk, J. W. (2010). Buying people. [Thesis, fully external, the persuasive power of money]. s.n.
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  • Ancillary activities
    • University Groningen
      Associate Professor
    • Vilnius University
      Externally hired researcher on "urban environments and hedonic consumption"
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