‘Morals Kill the Environment’ is an immersive, thought-provoking piece that empowers the readers to understand the reasons behind the eco-(un)friendly actions in everyday life. It presents the key principles of how we make decisions on a day-to-day basis and challenges the latest thinking in psychology and behavioural sciences by asking why none of these seem to work when it comes to improving the climate change situation? Can it be that most people don’t really care about nature and the wellness it brings to life? Could most people truly be so selfish and short-sighted and prioritise momentary comfort and convenience over the preservation of the natural environment? Can this really be true that most people choose to support the destruction of nature without thinking about what world they will leave for future generations?

Compelling, insightful, and grounded in an innovative, five-year-long personally-designed scientific research investigation into people’s barriers to becoming eco-friendly, this intriguing book profoundly explains what is happening at the deepest levels of the human mind. It offers a route to disentangle the origin of conscious and non-conscious thoughts, which form individuals’ views towards sustainable life. Using our own scientific findings, we provide a unique insight into how the impulse to become eco-friendly is born and how it dies. We explain how the ‘rights’ and ‘wrongs’ in climate change actions are socially constructed. We also explain how this puzzles the natural impulses of the human psyche and distorts the behavior. Finally, we focus on the practical explanation of why and when sustainability initiatives fail and present the take on do’s and don’ts when fostering sustainability for the long term.