Behavioural Economics, Consumption and Environmental Protection. Cass Sunstein, 2015, Book Chapter. "In this chapter, one of the founding fathers of behavioral economics, Cass R. Sunstein, explains how behavioral economics, consumption and the environment can cooperate for the purpose of sustainable consumption. For a long time behavioral economists have shown that consumers may disregard the long term, display unrealistic optimism, ignore shrouded attributes, procrastinate, make mistaken judgments about probability, and suffer from 'internalities' that occur when people make decisions..." Link