# Event Details - **Event Name**: Professor John Thøgersen - **Event Start and End Date**: Tue, 05 May, 2026 at 03:00 pm – Tue, 05 May, 2026 at 04:00 pm (+01:00) - **Event Description**: Professor John Thøgersen, Dept of Management, Aarhus University, talking 'Norm dynamics and “tipping points” for climate-relevant behaviour'About this EventBath Institute of Sustainability and Climate Change are proud to host Prof.John Thøgersen for a seminar on Tuesday 5 May 2026, 3pm at the University of Bath, Claverton Down campus, 4 East, room 3.38.Norm dynamics and “tipping points” for climate-relevant behaviourProf. John ThøgersenDepartment of ManagementAarhus University, DenmarkMore climate-friendly and in other ways sustainable consumption is urgently called for but emerging very slowly at best.John will discuss recent advances in understanding the role of social norms in shaping, reinforcing, and changing consumption patterns, including possible “social tipping points”.John will draw primarily on psychological, but also on sociological and institutional theories and research, and for illustration, on recent empirical studies of the development over time in electric car (EV) ownership and red meat consumption in Norway – two climate relevant behaviors that have drawn a lot of attention in research and politics.For example, in Norway as in many other countries, red meat consumption is strongly supported by social norms, red meat being considered a high-quality, high-status type of food. However, this seems to be challenged by increasing public attention to the negative climate impacts of red meat. Our empirical studies confirm this by showing that pro‑climate mitigation norms did influence red‑meat consumption in Norway during the study period, although the effect was weak. Moreover, this influence disappeared during the 2020–21 period of the COVID‑19 pandemic.This study illustrates that only under unlikely lucky circumstances will a modern society spontaneously reach a social “tipping point” regarding red meat consumption. Similarly, EVs are risky investments and early adopters need social proof and support, and are highly dependent on a supportive socio-political context, as the Norwegian case illustrates.Together, the two cases illustrate the importance of policy and marketing measures that can effectively nurture pro-climate mitigation norms and facilitate the needed norm shift. Research on norm dynamics and facilitators of norm changes is emerging, and considerable creativity and effort are already mustered in this regard, but much more is needed.John Thøgersen is professor of economic psychology at Aarhus University, Department of Management, where he coordinates the Marketing and Sustainability Research Group. He is also connected to MAPP – Centre for research on customer relations in the food sector. His core research focus is sustainable consumption in developed and emerging economies. His current research projects focus on consumer acceptance of climate policy and willingness to reduce their climate footprint, consumer responses to “true” prices on food and to various eco- and climate labelling, spillover of pro-environmental behaviour and the establishment of a (more) sustainable lifestyle, and drivers and impediments for growing the market for organic food in Europe.John received his M.Sc. (econ) and PhD (econ) from Aalborg University, Denmark, in 1980 and 1985 and his advanced doctoral degree, dr. merc., from Aarhus School of Business in 1999. He has extensive experience with participation in national and EU research projects, and as advisor of PhD and larger research projects, as well as governments and private organizations. His research is published in high-level journals, including Journal of Consumer Research, Journal of Business Ethics, Journal of Environmental Psychology, and Ecological Economics. Editor of the Journal of Consumer Policy, published by Springer-Nature, and member of several editorial boards. - **Event URL**: https://allevents.in/claverton-down/professor-john-thøgersen/100001984956988787 - **Event Categories**: Workshops - **Interested Audience**: - total_interested_count: 0 ## Ticket Details - **Ticket URL**: https://consumer.pxf.io/c/1339408/3151484/39691?partnerpropertyid=1191892&MediaPartnerPropertyId=1191892&svlink=14105511&level=1&u=https%3A%2F%2Fwww.eventbrite.com%2Fe%2Fprofessor-john-thgersen-tickets-1984956988787 - **Ticket Price Range**: min: 0, max: 0, currency: GBP ## Event venue details - **city**: Claverton Down - **state**: EN - **country**: United Kingdom - **location**: University of Bath - **lat**: 51.3782228 - **long**: -2.3263987 - **full address**: University of Bath, 4 East, Room 3.38, Claverton Down, United Kingdom ## Event Organizer details - **affiliate_id**: 10 - **organizer**: Bath Institute of Sustainability and Climate Change (https://allevents.in/org/bath-institute-of-sustainability-and-climate-change/25152167) ## Event gallery - **Alt text**: banner - **Image URL**: https://cdn-az.allevents.in/events5/banners/ea54c5c1dfd4cef79889fcca2e01db3b2a6ac986a6d44e38441c1259ba3e2fad-rimg-w1200-h600-dcfefff2-gmir.jpg?v=1774129962 - **Alt text**: thumbnail - **Image URL**: https://cdn-az.allevents.in/events5/banners/734e0bbbfccbf4f46a832075887de1c72b8598206fe82c758fa3305d1a891788-rimg-w400-h400-dcfefff1-gmir.jpg?v=1774129961 ## FAQs - **Q**: When is the event happening? - **A:** Tue, 05 May, 2026 at 03:00 pm (+01:00) - **Q**: Where is the event happening? - **A:** University of Bath, 4 East, Room 3.38, Claverton Down, United Kingdom - **Q**: What is the ticket price? - **A:** starting from 0 up to 0 GBP - **Q**: Who is organizing the event? - **A:** Bath Institute of Sustainability and Climate Change - **Q**: What type of event is this? - **A:** Workshops - **Q**: Where can I find ticket details about Professor John Thøgersen ? - **A:** You can find ticket details about this event on AllEvents. ## Structured Data (JSON-LD) ```json [ { "@context": "https://schema.org", "@type": "Event", "name": "Professor John Thøgersen", "image": "https://cdn-az.allevents.in/events5/banners/ea54c5c1dfd4cef79889fcca2e01db3b2a6ac986a6d44e38441c1259ba3e2fad-rimg-w1200-h600-dcfefff2-gmir.jpg?v=1774129962", "startDate": "2026-05-05T15:00:00+01:00", "endDate": "2026-05-05T16:00:00+01:00", "url": "https://allevents.in/claverton-down/professor-john-thøgersen/100001984956988787", "eventStatus": "https://schema.org/EventScheduled", "location": { "@type": "Place", "name": "University of Bath", "address": { "@type": "PostalAddress", "streetAddress": "4 East, Room 3.38", "postalCode": "BA2 7AY", "addressLocality": "Claverton Down", "addressRegion": "EN", "addressCountry": "GB" }, "geo": { "@type": "GeoCoordinates", "latitude": "51.3782228", "longitude": "-2.3263987" } }, "eventAttendanceMode": "https://schema.org/OfflineEventAttendanceMode", "description": "Professor John Thøgersen, Dept of Management, Aarhus University, talking 'Norm dynamics and “tipping points” for climate-relevant behaviour'", "offers": [ { "@type": "AggregateOffer", "availability": "https://schema.org/InStock", "priceCurrency": "GBP", "availabilityStarts": "2026-03-21", "availabilityEnds": "2026-05-05T16:00:00+01:00", "validFrom": "2026-03-21", "lowPrice": "0.00", "highPrice": "0.00", "price": "0.00", "url": "https://allevents.in/claverton-down/professor-john-thøgersen/100001984956988787" }, { "@type": "Offer", "availability": "https://schema.org/InStock", "priceCurrency": "GBP", "availabilityStarts": "2026-03-21", "availabilityEnds": "", "validFrom": "2026-03-21", "url": "https://allevents.in/claverton-down/professor-john-thøgersen/100001984956988787", "price": 0, "name": "General Admission" } ], "organizer": [ { "@type": "Organization", "name": "Bath Institute of Sustainability and Climate Change", "url": "https://allevents.in/org/bath-institute-of-sustainability-and-climate-change/25152167" } ] } ] ```