I am an environmental psychologist and Senior Lecturer, the equivalent of Assistant Professor, in the Faculty of Data and Decision Sciences at the Technion. My research examines how people respond to novelty in the green transition — when new sustainable options become appealing and worth adopting, and when they are met with resistance.
I study these questions across contexts such as cell-cultured foods, electric vehicles, circular consumption, and climate adaptation, with a focus on intrapersonal processes including identity, well-being, meaning-making, perceived personal benefit, disgust, perceived unnaturalness, and risk perception.
Using experimental, survey, and field methods, I develop psychologically grounded insights for sustainability interventions, communication campaigns, and policy. My work has been published in Nature Climate Change, Journal of Environmental Psychology, Journal of Consumer Psychology, Appetite, Ecological Economics, Energy Research & Social Science, and Journal of Cleaner Production. I serve on the Early Career Advisory Board of the Journal of Environmental Psychology and am a Faculty Council Member at the Esther and Herbert Hecht Sustainable Protein Research Center and the Technion Sustainability Council.