Dr. Blanca Tena-Estrada

Blanca Tena-Estrada is a behavioral researcher working at the intersection of behavioral economics, sustainability, and societal transformation. Using experimental and empirical approaches, she investigates how individual values, social norms, and decision-making contexts shape human behavior, and how these insights can support sustainable and equitable change.
Her work focuses on experimental behavioral research regarding socially relevant topics such as social and environmental justice, sustainable consumption, and collective action. She is particularly interested in the conditions under which interventions can alter behavior and attitudes.
As part of the LEVER project, she explores the role of values in transformation processes. She examines the values people associate with a sustainable future and their community, and whether activating these values can foster a willingness to contribute to the community's desired future.
In doing so, she combines behavioral science experiments with transdisciplinary sustainability research to gain a better understanding of how people can be motivated to take action for a sustainable and equitable future.