Enabling the potentials of green growth (ELPIS)

Every day, we make numerous decisions based on our aims, beliefs and available evidence. As consumers, these decisions can have far-reaching effects, for example when choosing between environmentally friendly and unsustainable options. However, exactly how one ends up selecting the green option is not understood sufficiently well for efficient promoting. 

In this project, we investigate the human decision-making processes in realistic situations. By making the situation more realistic than in conventional experimental setups, we can take into account many factors that are relevant in everyday decision processes, e.g. personal stated preferences and social influence. The latter is known to be especially important when making environmentally relevant choices, as the green options are often stigmatised. 

The results from this project will help in understanding the neuronal basis of human decision-making in everyday situations. In particular, the effects of social influence may be utilised in promoting green choices in future.   

Project team

  • Dr. Simo Monto, CIBR, University of Jyväskylä 
  • Dr. Tiina Parviainen, CIBR, University of Jyväskyä
  • Dr. Matti Leppäniemi, Jyväskylä School of Business and Economics
  • PhD student N.N.
  • Marjo Siltaoja, Jyväskylä School of Business and Economics
  • Merja Lähdesmäki, Ruralia Institute, University of Helsinki 


  • Academy of Finland, ELPIS consortium (2016)


  • Prof. Ale Smidts, Erasmus University Rotterdam
  • Prof. Vasily Klucharev, Higher School of Economics, Moscow
  • Dr. Kaisa Hytönen, Laurea Polytechnic