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
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Postbus 15953
1001 NL Amsterdam
Contact details
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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.
- Teaching
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Publications
2025
- Zella, G., Bolderdijk, J. W., Caselli, T., & Peels-Matthey, S. (2025). The Role of Neologisms in the Climate Change Debate: Can New Words Help to Speed Up Social Change? Wiley Interdisciplinary Reviews. Climate Change, 16(2). Advance online publication. https://doi.org/10.1002/wcc.70004
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]- Downloads
- 1-s2.0-S0272494423002694-main
- Supplementary files
- Supplementary materials
- Downloads
- 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, 7(5), 759-770. 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, 9(4), 427-440. https://doi.org/10.1086/731916 [details]
- 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., & 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 [details]
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, Article 105719. 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, Article 105690. 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
- Joye, Y., & Bolderdijk, J. (2015). An exploratory study into the effects of extraordinary nature on emotions, mood, and prosociality. Frontiers in Psychology, 5, 1-9. https://doi.org/10.3389/fpsyg.2014.01577
- Taufik, D., Bolderdijk, J. W., & Steg, L. (2015). Acting green elicits a literal warm glow. Nature Climate Change, 5(1), 37-40. https://doi.org/10.1038/NCLIMATE2449
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
- Bolderdijk, J. W., Bouman, T., & van der Bles, A. M. (2021). Al is de leugen nog zo snel, de waarheid achterhaalt haar wel. In J. W. Bolderdijk, S. Peels-Matthey, & A. Popkema (Eds.), Achterhaalde waarheid? (pp. 126-131). In Boekvorm Uitgevers.
- Bolderdijk, J. W., Peels-Matthey, S., Popkema, A., & Olivier, J. (2021). Achterhaalde waarheid? Zin en onzin van spreekwoorden. In Boekvorm Uitgevers. https://www.inboekvorm.nl/a-65496756/alle-uitgaven/achterhaalde-waarheid-zin-en-onzin-van-spreekwoorden/#description
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
- Bolderdijk, J. W. (2023). Words speak louder than actions. [details]
- Bouman, T., Bolderdijk, J. W., Renes, R. J., van der Wal, A. J., Paradies, G., Roeser, S., van de Grift, L., van Uffelen, N., de Vries, G., Onwezen, M. C., Wals, A. E. J., & Aarts, M. N. C. (2023). Een verbod op fossiele reclame: Essentieel, maar niet voldoende. Tweede Kamer. https://www.tweedekamer.nl/downloads/document?id=2023D44350 [details]
Media appearance
- Bolderdijk, J. (12-06-2024). Wachten op de Big Push [Print] De Groene Amsterrdammer. Wachten op de Big Push. https://www.groene.nl/artikel/wachten-op-de-big-push
- Bolderdijk, J. (14-04-2024). Duurzame 100: waarom we dwarsdenkers nodig hebben voor een groene toekomst [Web] Trouw. Duurzame 100: waarom we dwarsdenkers nodig hebben voor een groene toekomst. https://www.trouw.nl/duurzame-100/duurzame-100-waarom-we-dwarsdenkers-nodig-hebben-voor-een-groene-toekomst~b9ade260/?utm_campaign=shared_ea…
- Bolderdijk, J. (07-03-2024). Maken de vele ongezonde reclames ons dik en ziek? [Television] Pointer. Maken de vele ongezonde reclames ons dik en ziek?. https://npo.nl/start/serie/pointer/seizoen-11/pointer_44/afspelen
- Bolderdijk, J. (13-12-2023). De kunst van het geven [Print] FD. De kunst van het geven. https://fd.nl/samenleving/1499622/de-kunst-van-het-geven
- Bolderdijk, J. (24-11-2023). Een duurzame wereld begint bij je vrienden [Web] De correspondent. Een duurzame wereld begint bij je vrienden. https://decorrespondent.nl/14953/een-duurzame-wereld-begint-bij-je-vrienden/62e4e751-bee4-07f9-3f00-bc1904f4410d?pk_campaign=daily&mc_cid=23…
- Bolderdijk, J. (16-11-2023). Vlees- en vliegreclames taboe in steeds meer gemeentelijke bushokjes [Web] NOS. Vlees- en vliegreclames taboe in steeds meer gemeentelijke bushokjes. https://nos.nl/artikel/2497993-vlees-en-vliegreclames-taboe-in-steeds-meer-gemeentelijke-bushokjes
- Bolderdijk, J. & van Dolen, W. (09-11-2023). Reclame is het nieuwe front voor klimaatactivisten [Print] Het Financieele Dagblad. Reclame is het nieuwe front voor klimaatactivisten. https://fd.nl/bedrijfsleven/1495656/reclame-is-het-nieuwe-front-voor-klimaatactivisten
2010
- Bolderdijk, J. W. (2010). Buying people. [Thesis, fully external, the persuasive power of money]. s.n.
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Ancillary activities
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University Groningen
Associate Professor -
Vilnius University
Externally hired researcher on "urban environments and hedonic consumption"
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University Groningen
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.