Psychological aspects of the transition to a green economy

Dnipro Humanities University, 49033, Dnipro, Ukraine

^* Corresponding author: rusnauka@email.cz

Abstract

The article explores the connection between the green economy and psychology, as well as the problem of the role of motivation in the transition to a sustainable economy. Changing consumer habits is a key aspect of the transition to a sustainable lifestyle, however, it often faces psychological challenges that must be considered and overcome for the successful implementation of this process: analysis of consumption habits and their impact on the environment, strategies for psychological transformation of consumer habits in the form of supporting green alternatives. Psychological barriers that prevent participation in green initiatives can be quite complex and diverse, namely: inattention and indifference, a sense of loss, a sense of helplessness. The influence of psychological factors on the adoption of ecologically oriented political decisions reflects the complex interrelationships between individual perceptions, public opinion, and political processes in the formation of environmental strategy and legislation. Psychological approaches to stimulating green initiatives in business can be diverse and include different strategies and mechanisms. These include: creating an environmental culture in the organization, creating a system of rewards and incentives, stimulating social influence and competition. Natural elements in the environment can affect the psychological state and emotional comfort of the population, and contribute to: improving the emotional state and reducing stress, increasing mood and emotional comfort, reducing the impact of the restrictions of the urban environment, improving the quality of life.