Even though today reliable information about the negative impact of humans on the environment is only two clicks away, a considerable number of people still deny it. Why? Research shows that what we might call ’environmental denial' is a consequence of specific social and psychological factors: if we were to admit the negative impact of our lifestyles on the environment, we would have to change our way of life founded on consumerism. However, consumerism is not simply a way of exchanging goods; it is also something around which we organize the meaning of our lives, as consumer research clearly shows. Therefore we deny the information on the negattive impact of human activity on the environment because admitting it would lead to a conflict between cognition (attitudes, beliefs) and actions (behaviour) around which we organize the meaning of our lives. Such an exposition points to wider sociopolitical effects. Firstly, it raises questions about education that have to take into account the non-rational nature of human beings, and secondly it raises questions about the directions and possible outcomes of social action.
