The last time we spoke to Leong Ching, Vice Provost for Student Life, NUS, and Associate Professor at the Lee Kuan Yew School of Public Policy, we discussed the "yuck factor" which describes people's visceral aversion to drinking recycled water. Today, we'll be expanding on that topic to look at the rationale behind irrational environmental behaviour in general.

As an institutional economist, Professor Leong uses narratives, perceptions and stories to understand collective public behaviour as well as environmental identities.