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This webinar will explore the psychological foundations of human decision-making in relation to sustainable behaviours and the acceptance of green chemistry. Why are consumers often reluctant to adopt environmentally friendly practices and technologies? Among the various factors, a key role is played by systematic psychological biases—particularly risk perception and how people develop habits. The first part of the lecture will introduce the cognitive and emotional mechanisms underlying these biases. It will then focus on people’s resistance to chemistry (Chemophobia) and their scepticism about green chemistry. Throughout the webinar, I will present evidence- based suggestions on how to apply psychological insights—especially through behavioural nudges—to promote more sustainable consumer choices and greater acceptance of green chemistry.