Kris­ti­an Roed Nielsen

I study how human decision-making shape sustainable action individually, collectively, and at scale. My work examines how behaviours spread through social contagion and herding, how values and norms guide consumer choices, and how alternative finance such as crowdfunding can support ventures with environmental and social impact.

By understanding these dynamics, I aim to design strategies and policies that harness the power of individuals and crowds to accelerate sustainable innovation. This includes helping entrepreneurs mobilise supporters, guiding organisations to foster sustainable consumer behaviour, and informing policymakers on enabling frameworks for change.

My research combines behavioural experiments, survey studies, and real-world data, with the ambition of turning human tendencies - whether rational, emotional, or collective - into drivers for a more sustainable future.