Behaviorally Green: Why, Which and When Defaults Can Help. Cass Sunstein, Paper. "Careful attention to ‘choice architecture’ promises to open up new possibilities for environmental protection—possibilities that may be more effective than the standard tools of economic incentives, mandates, and bans. How, for example, do consumers choose between environmentally friendly products or services and alternatives that are potentially damaging to the environment but less expensive? The answer may well depend on the default rule. Indeed, green default rules may be a more effective tool for altering outcomes than large economic incentives..." Link