Find the new video analysis by Olivier CRISTOFINI, Senior Lecturer at the Sorbonne Business School, produced in partnership with Fnege Médias
Few things are known about how individuals adopt socially innovative practices over the long term, particularly when faced with technical difficulties and normative pressures. We examine how communities mediate the role of emotions to support individuals during the initial stages of adopting these practices. We empirically study how local authorities in France convinced households to adopt zero-waste practices using gamification. We find that individuals adopt these practices because they experience an interaction of emotions that immunizes them against an unfavorable social environment.