Atar Herziger

As an environmental psychologist, I study the interactions between humans and the natural environment. A primary focus of my work is identifying how psycho-social context and cues drive or inhibit individuals from engaging in pro-environmental behaviors, subsequently designing interventions to promote desirable outcomes. One of my main pillars of research is understanding drivers and barriers to adopting innovative green products. My research utilizes experimental approaches in investigating consumer acceptance of novel green products, uncovering adoption drivers and barriers. Specifically, I examine how novel green products are evaluated and experienced by consumers (often for the first time), and how these early evaluations and experiences influence adoption. For example, I have examined how exposure to novel cultured foods of different sources (i.e., those high- versus low in animal likeness) induces varying levels of disgust (Herziger, 2024).