When a Win-Win Business Stratagy is Perceived as Worse Than Business as Usual

Tamar Makov

Yale University,

Tamar Makov is a PhD candidate at the Center for Industrial Ecology at Yale, where her research focuses on sustainable consumption and food systems. Before attending Yale, Makov was a consultant to the Israeli Ministry of Environmental Protection and the leader of the joint ministerial project for Well-being indicators. Prior to her work on Well-being, Makov was awarded a Koret-Milken institute fellowship where she focused on green building policy and sustainable consumerism. Mrs. Makov holds a BS.C in Nutritional Sciences from HUJI and a M.Phil. from Yale. Research interestsGenerally, my research focuses on the intersection between business and sustainability. More specifically, I combine big-data analysis with macro level behavioral experiments in an attempt to gain insight on sustainable consumption patterns and drivers for sustainable behavior.


In recent years, many organizations have sought to align their financial goals with environmental ones by identifying strategies that maximize profits while minimizing environmental impacts. Examples of this ‘win-win’... [ view full abstract ]


  1. Tamar Makov (Yale University,)
  2. George Newman (Yale University,)

Topic Area

• Human behavior and rebound


ThS-2 » Sustainable and Resilient Communities 3 (08:30 - Thursday, 29th June, Room E)

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