While social norms have received great attention within economics, little is known about the role of personal norms. We propose a simple utility framework - which assumes that people care about monetary payoff, social norms, and personal norms - and design a novel two-part experiment to...

Though many in the general public are concerned about climate change, most are unaware that agriculture and food production accounts for about one quarter of aggregate green house emissions and therefore, diet change is one of the most effective ways that individuals can reduce their climate...