Dr. Dikla Perez is a researcher in consumer behaviour and sustainability communication at the Graduate School of Business Administration, Bar Ilan University. Her research focuses on how marketing and policy messages shape environmental perceptions and consumer decision making, with a particular emphasis on sustainability initiatives and pro environmental behaviour.

This research examines how autonomy supportive messages influence individuals’ perceptions and engagement with sustainable behaviour. Drawing on self determination theory, the project proposes that policies and messages that preserve consumer choice may increase perceived environmental impact and strengthen motivation to act sustainably. Across six controlled experiments, participants will be exposed to environmental initiatives framed as either autonomy supportive or autonomy restrictive. The studies will test both self reported intentions and actual behavioural decisions, including incentive compatible choices. The findings are expected to contribute to theory on environmental behavior and provide practical implications for policymakers and marketers seeking to encourage long term sustainable engagement.