Herbert Simon introduced the behavioural model of rational choice in 1955, challenging traditional economic assumptions by acknowledging that decision-makers face cognitive limitations, time constraints, and incomplete information, leading them to seek satisficing solutions that are adequate rather than optimal. This paper presents the methodological approach and findings from an action research study conducted to validate the behavioural model of rational choice for net zero manufacturing framework. The research was implemented at a leading UK manufacturing research and development centre specialising in transformative manufacturing technologies. The primary aim was to understand whether this framework can help overcome contributing elements of bounded rationality—complexity, information asymmetry, and cognitive biases—that typically hinder net zero strategic decision-making in manufacturing contexts. The action research methodology enabled framework refinement while simultaneously supporting the organisation's net zero objectives. Data collection involved stakeholder interviews, process documentation, and outcome assessments. This paper contributes to the understanding of strategic decision-making in net zero manufacturing contexts and provides methodological insights for framework validation in industrial settings.