Why Our Brains Don’t Want To Recycle
After a 3-mile run, Amelia ends her workout with a light stretch. Walking out of the gym, she finishes her water bottle. A trash can sits right outside the door while the recycling bin is down the pathway. However, she is too tired and unmotivated to walk the other way. So, she throws her plastic bottle in the trash. Amelia’s experience is common. While most people know what is good for the environment, they fail to recycle consistently. This gap between aspirational recycling and actual recycling comes down to incentives: the difference between what we know we should do and what our brains feel motivated to repeat. ….[READ]
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