Jan Willem Bolderdijk

Dr. Jan Willem Bolderdijk is an Associate Professor in the Marketing Department at the Faculty of Economics and Business, University of Groningen. His research focuses on the intersection of consumer behavior, environmental psychology, and sustainability. With a prolific publication record including articles in high-impact journals like Nature Climate Change and Journal of Business Research, he has established himself as a leading researcher in pro-environmental behavior and sustainable consumption.

His research interests primarily center around understanding what motivates individuals to engage in sustainable behaviors. Key areas include:

• Pro-Environmental Behavior and Moral Motivation
• Environmental and Social Psychology of Consumer Decisions
• Climate Change Communication and Campaign Effectiveness
• Sustainable Consumption Patterns and Interventions
• The Role of Individual Differences in Environmental Action

Analysis of his recent publications reveals a strong focus on systemic approaches to sustainability, moving beyond individual behavior change to examine how social structures, policies, and collective action can drive environmental progress. His 2025 work particularly emphasizes multi-level change (i-level to g-level to s-level), fossil fuel policy interventions, and the psychological dynamics of activist communities dealing with burnout. Earlier influential work, such as his 2013 Nature Climate Change paper on monetary versus moral motives in environmental campaigning, has garnered significant attention with over 325 citations.

Dr. Bolderdijk has demonstrated substantial impact beyond academia through extensive media engagement. His research has been featured in numerous news outlets, policy discussions, and social media platforms. His work on climate compensation received policy citations, and his research on nature exposure and climate concern has attracted significant attention across multiple platforms including Wikipedia, policy documents, and social media networks.

His collaborative research network spans multiple institutions and disciplines, with notable collaborations on agent-based modeling approaches, field experiments on environmental behavior, and interdisciplinary studies on sustainable consumption. His work contributes directly to UN Sustainable Development Goals, particularly those related to climate action and responsible consumption.