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Jan Willem Bolderdijk is a professor at the University of Amsterdam in the Faculty of Economics and Business, specializing in Sustainability and Marketing. His research primarily investigates why good intentions do not always result in environmentally sustainable actions. Through his studies, he has revealed that social awkwardness can significantly influence people's motivation to act sustainably, with many individuals reluctant to be labeled as 'holier-than-thou.' Recently, he has focused on the dynamics of social tipping points and how marketers, consumers, and businesses can collaborate to make green behaviors more mainstream. He delivered his inaugural lecture entitled 'Words Speak Louder Than Actions' at the University of Amsterdam on Black Friday, November 24, 2023. Bolderdijk also supervises master theses and is involved in workshops related to experimental design and complex systems.
University of Amsterdam • Amsterdam, Netherlands
Leading research and teaching in the areas of Sustainability and Marketing.
Includes departments like Economics, Business Administration, Finance, and Marketing.