Is it enough to simply address people in English to encourage more sustainable behavior? [26.11.24]

This approach alone is unlikely to resolve the climate crisis. However, there does appear to be a robust effect whereby people tend to act more sustainably when using a foreign language they are proficient in, compared to their native language.

This finding comes from a study we conducted in collaboration with Katharina Saile and Verena Hüttl-Maack from the Chair of Marketing & Consumer Behavior.