From recycling to food waste, from climate change to the psychological benefits of natural environments—these are the four pillars of “JustSeparate – Summer 2025”, a project by the Department of Psychology at the University of Milano-Bicocca that brings scientific research out of the lab and into the real world through immersive experiences with virtual reality, fieldwork, and interactive workshops for adults and children.
Researchers, PhD students, and research fellows will spend the summer conducting applied research in partnership with Camping Village Le Esperidi in Marina di Bibbona, Tuscany. The goal is to rigorously and innovatively investigate the psychological, emotional, and social factors that encourage people to adopt sustainable behaviors. Alongside the experimental component, the team will organize activities and hands-on workshops to actively engage both children and adults on environmental topics, fostering a science-based culture of sustainability.
“This research project is a valuable opportunity to step outside the lab and implement a psychoeducational intervention in a unique setting,” says Alessandro Gabbiadini, Professor of Social Psychology and project lead.
The research focuses on four main areas. The first concerns recycling behavior: new communication tools and digital nudging strategies (the so-called “gentle push”) will deliver practical, personalized tips via mobile devices on how to properly sort waste. A second research strand will address food waste prevention, using persuasive messaging based on the Theory of Planned Behavior and other psychological models.
The team will also employ an innovative virtual reality paradigm to help participants visualize the effects of climate change—such as coastal erosion and biodiversity loss—that have impacted the Mediterranean over recent decades. A fourth area of research will explore how natural environments affect psychological well-being.
“This initiative aligns with the goals of the national program that has recognized our department as a Department of Excellence for the second time,” adds Gabbiadini.
Through “JustSeparate,” the department reinforces its commitment to high-impact, socially relevant scientific research in real-life settings. As part of the strategic project PsyFuture, new lines of research are being developed to understand human behavior in real contexts—anticipating future challenges, such as human interaction with emerging technologies (like AI and VR), and collective psychological responses to climate change.
In addition to data collection, the project includes an extensive program of science outreach and educational activities for children, conducted in collaboration with the university research team and the resort's educators.
“We’re honored to support this initiative by the University of Milano-Bicocca, which will be a hallmark of summer 2025 at Le Esperidi,” says Umberto Mannoni, CEO of the resort.