A1 Journal article (refereed)
"En minä, mutta muut!" : EMMI-ilmiö kestävyysmurroksen esteenä (2021)

Käppi, M., Tuunanen, S., Näyhä, A., & Kotiaho, J. (2021). "En minä, mutta muut!" : EMMI-ilmiö kestävyysmurroksen esteenä. Alue ja ympäristö, 50(2), 136-153. https://doi.org/10.30663/ay.102426

JYU authors or editors

Publication details

All authors or editorsKäppi, Matleena; Tuunanen, Silja; Näyhä, Annukka; Kotiaho, Janne

Journal or seriesAlue ja ympäristö



Publication year2021


Issue number2

Pages range136-153

PublisherSuunnittelumaantieteen yhdistys

Publication countryFinland

Publication languageFinnish


Publication open accessOpenly available

Publication channel open accessOpen Access channel

Publication is parallel published (JYX)https://jyx.jyu.fi/handle/123456789/79148


Redirection of environmental responsibility from oneself to others is used as an argumentation in discussions concerning both personal lifestyle and environmental politics. In psychology, redirection of responsibility is explained with defence mechanisms that arise from cognitive dissonance and a weak sense of personal efficacy to bring about change. In this study we shed light to a specific delay mechanism in sustainability transition: redirection of environmental responsibility from oneself or one’s in-group to others. We call this kind of an argument or mindset “Not me, but others” effect or “NOMBO”. We use the multi-level perspective framework (MLP) to reflect NOMBO thinking on a societal level. In addition, we present the results of a survey which targeted Finnish corporate executives. The study revealed a positive correlation between self-reported efficacy and responsibility. It also indicated that in the businesses whose executives expressed NOMBO mindset, less ecologically sustainable business models were present compared to businesses whose executives expressed high (efficacy and) responsibility. Thus, NOMBO mindset can be seen as a possible barrier to sustainability transition. NOMBO arguments may also have broader political relevance in the context of environmental politics, such as international climate negotiations and national implementation of emission reduction policies.

Keywordsecological sustainabilityenvironmental responsibility

Free keywordsmonitasotarkastelu; vastuunsiirto

Contributing organizations

Ministry reportingYes

Reporting Year2021

JUFO rating1

Last updated on 2024-22-04 at 19:24