Jan Mi­chael Bauer

I am driven by the question of when and why individual choices and behaviors in the current market economy and private sphere are not aligned with the long-term interests of individuals themselves, society, and our concern for the environment. 

My research helps society address one of its greatest challenges: aligning individual behavior with long-term sustainability goals. I investigate why daily decisions often diverge from people’s intentions and broader societal needs, and how these choices add up to shape climate, health, and well-being outcomes. 

I apply experimental and quantitative methods to understand decision-making processes and to test interventions that promote sustainable consumption. This includes field experiments and large-scale surveys that provide causal evidence on how behaviors can shift. My work supports the design of policies and strategies that encourage climate-friendly choices while guarding against behavioral designs that exploit consumers. 

As Associate Professor at Copenhagen Business School, I teach, supervise, and collaborate across disciplines. I am also a member of the Consumer & Behavioural Insights Group at the Center for Sustainability, contributing to research that helps individuals, companies, and policymakers advance societal well-being and sustainability transitions.