16 June 2020The projection bias corresponds to the human tendency to project current preferences into the future as if present tastes remained unchanged. We apply the projection bias to the environmental domain and design a survey experiment to investigate its relevance on two environmentally friendly initiatives, namely solar panels and eco-friendly transport. We found that some attitudes and behavioral intentions are subject to positive change when individuals are solicited a day when the weather is congruent with the proposed changes. We draw several policy and managerial implications for ecological issues.