We all know about climate change and understand that our actions contribute to it. Yet, despite growing awareness, why is it so challenging to adopt more sustainable habits? In this article, experts examine the psychological, economic, and social factors that motivate people to transform good intentions into lasting habits for positive environmental impact.

1 – Why information alone doesn’t drive sustainable behavior

Environmental campaigns and informational brochures are some of the most common tools used to encourage sustainable behavior. After all, knowledge and problem awareness create a foundation for action, as you can’t address an issue you’re unaware of.

However, initiatives that rely solely on information rarely lead to lasting change, even when paired with shocking images of burning rainforests or melting glaciers. Instead, rather than focusing on catastrophe, it’s often more effective to engage people with solutions, generate enthusiasm, and tell inspiring stories.

Behavioral biologist Elisabeth Oberzaucher from the University of Vienna explains:

“In my opinion, the storytelling of the climate movement is poor. That’s why we have all these debates about sacrifice. But if I look at what sustainable behavior means for an individual, it’s anything but a sacrifice; it can actually be a gain. Instead of giving up the car, it’s more about freedom from it. For example, traveling to a hiking tour by public transport offers more freedom and flexibility to explore.”

2 – How incentives can help overcome irrational behaviors

We often assume people act rationally, choosing options that maximize their well-being, which would naturally include protecting the planet. But as behavioral economist Wilhelm Schmid points out, this isn’t always true. He asks,

“Who among you ate more last month than you wanted to? Who exercised less, even though you know it’s good for you?”

People often choose less sensible options because immediate benefits feel more compelling than long-term gains. Simplifying change by reducing friction and removing obstacles can help, as can providing monetary or social incentives. For instance, small changes and rewards can make it easier to build sustainable habits over time.

3 – Social factors play a central role in behavior change

Social and cultural practices, along with ingrained habits, shape human behavior and are often hard to change. A recent study from the Social Action Lab at the University of Pennsylvania highlights strategies often considered the most effective social-structural tools were not as impactful as expected. Legal and administrative sanctions had negligible effects, while systems for monitoring behavior showed slight effectiveness.

The most impactful strategies, however, focused on increasing access, such as offering flu vaccinations at workplaces, and fostering social support, like forming groups that encourage individuals to achieve their physical activity goals. The same thing goes for environmental actions. This principle also applies to environmental actions.

“Everyone benefits! Instead of feeling like something is being taken away from them, people need to understand how much they can gain from it – from improved quality of life to financial savings,” says Oberzaucher.

 4 – Small nudges can make a big difference

Discrete behavioral nudges can encourage more sustainable choices. For example, studies show that more people choose green energy when it’s the default option, rather than something they must actively select, says Schmid.

Applying default settings to sustainable mobility options, outdoor products, or vegetarian meals at events can help create lasting habits. Limiting choices can also simplify decision-making, thereby making sustainable options more accessible.

5 – Connection to nature promotes sustainable behavior

Returning to the public transport example: behavioral biologist Oberzaucher emphasizes that a connection to nature can make sustainable choices feel more appealing and accessible. Nature education and fostering an emotional bond with the natural world can play a key role in driving more climate-friendly behaviors.

“Climate change is complex, abstract, and global, which can make it feel distant,” she notes.

“One question I often ask my students is, how can we replace the classic status symbol with something that doesn’t harm the planet? While there are no perfect answers, taking small steps to connect with nature may help shift perspectives and drive change.”

 

Illustration: Padraig Croke