C-frame thinking: Embedding behavioral economics into ecological economics

This paper aims to explore opportunities for integrating Behavioral Economics (BE) into Ecological Economics (EE). By examining the frames of analysis for both disciplines, this study categorizes BE as operating at the individual level (i-frame), while EE addresses systemic aspects of society (s-frame) and extends its considerations to the biosphere (n-frame), advocating for collective action through bottom-up intermediate-level interventions (c-frame). The study posits that EE can benefit from BE’s rich insights into human behavior and decision-making, especially for c-frame action strategies. However, integrating these disciplines requires finding common ontological and epistemological ground to avoid eclecticism and methodological flaws. The integration is approached in two steps: first, adapting BE epistemology to the systems thinking approach of EE, and second, addressing the ontological gap in BE regarding the world surrounding the individual. This paper argues that embedding BE within EE’s ontology points to the necessity of c-frame thinking for human decision-making. A case study of the ex-GKN factory in Italy demonstrates the practical benefits of c-frame thinking in a complex decision process. An alliance of workers, researchers, and civil society movements collaboratively developed a future plan that considered the needs of all stakeholders, showcasing the effectiveness of collective action.