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Date: Wednesday, 22 May
Time: 15.00 – 16:30h
Location: Energy Academy Europe

In order to accelerate the energy transition and limit global climate change fundamental societal changes are required. How can we motivate people to behave more pro-environmentally and to reduce their ecological footprint? This lecture aims to answer this question from a theoretical and practical perspective.

Many global environmental issues are caused by human behaviour. Considering the increasing population and growing consumption patterns, people’s behaviour becomes crucial in tackling these issues and to reduce the negative impact on the environment. We need novel solutions for dealing with societal issues to limit global climate change and its vast implications. Maarten Desmet, Co-Founder of the App For Good will introduce to you his approach to bringing people closer to a carbon neutral life. In the second half, Nadja Zeiske, PhD student in Environmental Psychology will tell you more about the theoretical background to answering these important questions.

This lecture will not only provide you with insights into practical approaches and the theoretical knowledge of how people can be motivated to reduce their carbon footprint, it also demonstrates the importance of combining theory and practice to make an impact.



Maarten Desmet is a social entrepreneur specialised in sustainability. He is co-founder of For Good (, a smartphone application that aims to make sustainable living easy and to bring people closer to a carbon-neutral life. Maarten also co-founded Endeavour (, a social enterprise that offers research, innovation, consultancy, and process design for urban planning with the aim to create more sustainable, healthy, and inclusive cities. During his Masters in Architecture he did his internship at the Ministry of Works and Human Settlement in the Kingdom of Bhutan. In 2013 he published a book on Bhutan’s ‘Gross National Happiness’, a sustainable development approach that takes into account wellbeing and its indicators.


Nadja Zeiske is a PhD student of the Environmental Psychology group of the University of Groningen. Her research focusses on underlying processes and factors that influence people’s intrinsic motivation to act in an environmentally friendly manner. She collaborates with different disciplines to research these factors. Currently she is involved in an interdisciplinary research project involving economists, psychologists, traffic engineers, and policy analysts to develop, test and evaluate Urban Smart Measures to affect behaviour.







It is defined as an Energy Learning Activity for students of the Hanze UAS and the University of Groningen. Students are invited to attend as many Energy Learning Activities as they want, at all stages of their education.
Energy Learning Activities are part of the Energy Academy Europe Certificate. If students follow 10 Energy Learning Activities and also complete 30 ECTS in energy courses at Hanze UAS or the University of Groningen, they are eligible for obtaining the EAE Certificate.

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