Jan Willem is Professor of Sustainability & Marketing. His research focuses on the question of why good intentions don't always translate into environmentally-sustainable actions. His earlier research showed that social awkwardness could play an important role – many people are motivated to act more sustainably, but they don’t want to be labelled as holier-than-thou. In his more recent research, he explores social tipping points dynamics: how can marketers, consumers and businesses help to make green behaviors more mainstream?