You may consider reading Richard Thaler's book on Misbehaving. It talks about why positivist optimality rules are at odds with actual human decision-making where risk aversions may result in actions that are considered "sub-optimal". I am working on deepening some themes where this concept is applied to understanding the green paradox in energy investments that I presented in my book - Energy Investments: An adaptive approach to profiting from uncertainties (London: Palgrave Macmillan, 2017).