WHY SHOULD I CARE?Many ask this question, when they feel the urge to choose eco-friendly options over their comfort. The truth is that we tend to associate the environment conscious alternatives with rather negative adjectives, like expensive, slow and problematic. What if we approach this problem from a psychological point of view to understand our ‘laziness’? Generally speaking, most people do not like to change. We feel comfortable doing what we have always been doing, and by nature, we are more likely to prioritise security in contrast to the unknown.