Surfing the net I stumbled upon the Conservation psychology site. Conservation psychology uses theories and methods from psychology to find ways to encourage proenvironmental behaviors. Its area of research thus overlaps with that of environmental economics which, among other things, searches for effective and efficient policy instruments to encourage pro-environmental behaviors. The conservationpsychology site is rich, among other things, it offers a bibliography (up until 2004) of papers on conservation psychology and information about scholars in the field. One excellent scholar is John Thøgersen; a list of his publications can be found here.