About
Good intentions don't protect forests. Behavior does.
We run controlled experiments to find what turns intention into action, and we publish what we learn — whether it flatters our priors or not.
Our mission
Make action as easy as intent
Most people say they care about the environment, and they mean it. What they rarely get is a well-designed moment to act. We study those moments, from checkout pages to policy defaults, and we publish what works.
Why BBF exists
Evidence over advocacy
The environmental movement has plenty of passion and surprisingly little experimental evidence. BBF was founded to supply some. We test interventions with real money and real decisions, then share the data on the Open Science Framework so anyone can check our work.
The team
Who's behind the work
Samantha Vroomen, J.D.
Cofounder & Legal Counsel
Samantha cofounded Better Behavior Foundation and leads its governance, partnerships, and legal strategy. She builds the compliance and contractual groundwork that lets behavioral interventions move from a controlled study into real checkout and payment systems, so the programs BBF recommends are as sound to deploy as they are to publish.
Craig Fellers, Ph.D.
Cofounder & Research Lead
Craig cofounded Better Behavior Foundation and directs its experimental research. He was principal investigator on the foundation's studies of voluntary giving at flight checkout, and he sets BBF's commitment to incentive-compatible experiments and open data, publishing methods and results so others can check the work.
Stefan Omelchenco, Ph.D.
Researcher & Climate Scientist
Stefan connects BBF's behavioral findings to measurable climate outcomes. He leads the foundation's environmental modeling, including the solar-soiling detection work, and translates opt-in rates and design changes into the tonnage, energy, and conservation impact they represent in the real world.
Arthur Rand, Ph.D.
Researcher & Economist
Arthur studies the economics of pro-environmental behavior: how pricing, defaults, and anchoring shape what people give and buy. His analysis underpins BBF's case to companies that sustainability features can strengthen a product rather than tax it, grounded in revenue and conversion data rather than goodwill alone.