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T. S. Shwetha and A. Kaur
A quick solution to this would be making these values more visible and known
to the public, as we have seen recently in terms of organised marches for the environment and against climate change, the organisations such as WHO advocating
pro-environment change, etc. Such actions have the ability to undo, or rather, reduce
the structural underestimation of people’s pro-environmental values. Therefore, what
is also important is that the media cover such events and give it enough attention for
it to reach larger public, something that unfortunately, still seems missing. It could
be vital to correct the beliefs that the society favours personal gains over the larger
environmental concerns and replace them with a sense of unity and awareness of
collective care for the environment (Bourman & Steg, 2019).
One can also invest in eco-friendlier products over time. Existing literature has
demonstrated that larger one-time investments, such as purchasing environmentfriendly vehicles can be a better way of saving energy, when compared to rather minor
efforts such that turning off lights and using less water in the shower [33]. Therefore,
although the investment might look huge at the outset, it definitely works out better
for the environment as well as the individual in the long run. Further research has
also emphasised the possibility of interventions in increasing sustainable behaviour.
Remarkable results can be achieved by using a blend of several types of interventions,
such as educating the masses while also providing rewards and incentives, while also
focusing on removing blocks that hinder the shift to pro-environment action [65].
Improvement in technology can help us to use the available resources in a much
more efficient manner as well (see [3, 62]. Engaging in such activities through online
platforms can make environmental education more accessible and affordable and will
thus help create sense of collectivism in the people. However, it is also important
that people be motivated enough to change their lifestyle towards adopting more
sustainable ways. Such can be achieved through certain actions at the individual, as
well as the national level.
4.4.3 Creating Motivation to Change
What usually tends to happen when people try to change is that they perceive the
costs of making the change higher than the benefits, thus making it look like they
have to make a sacrifice. De Young’s [24] motivational concept looks at four types
of intrinsic satisfactions that are important to achieve pro-environmental behaviour.
These include not only the sense of satisfaction achieved from behavioural competence due to a more thoughtful consumption and from being an active member of
one’s community activities, but also from making the fullest use of the luxuries
that one attains as a member of the community. Such a view therefore displaces
the sense of “self-sacrifice” that is often dominating when altruistic motivations for
pro-environment behaviour are emphasised.
Furthermore, motivation can be improved through engagement in organised group
activity, which could lead to the development of collective self-efficacy among the
masses [5]. This form of organised activism would be necessary in a more frequent
T. S. Shwetha and A. Kaur
A quick solution to this would be making these values more visible and known
to the public, as we have seen recently in terms of organised marches for the environment and against climate change, the organisations such as WHO advocating
pro-environment change, etc. Such actions have the ability to undo, or rather, reduce
the structural underestimation of people’s pro-environmental values. Therefore, what
is also important is that the media cover such events and give it enough attention for
it to reach larger public, something that unfortunately, still seems missing. It could
be vital to correct the beliefs that the society favours personal gains over the larger
environmental concerns and replace them with a sense of unity and awareness of
collective care for the environment (Bourman & Steg, 2019).
One can also invest in eco-friendlier products over time. Existing literature has
demonstrated that larger one-time investments, such as purchasing environmentfriendly vehicles can be a better way of saving energy, when compared to rather minor
efforts such that turning off lights and using less water in the shower [33]. Therefore,
although the investment might look huge at the outset, it definitely works out better
for the environment as well as the individual in the long run. Further research has
also emphasised the possibility of interventions in increasing sustainable behaviour.
Remarkable results can be achieved by using a blend of several types of interventions,
such as educating the masses while also providing rewards and incentives, while also
focusing on removing blocks that hinder the shift to pro-environment action [65].
Improvement in technology can help us to use the available resources in a much
more efficient manner as well (see [3, 62]. Engaging in such activities through online
platforms can make environmental education more accessible and affordable and will
thus help create sense of collectivism in the people. However, it is also important
that people be motivated enough to change their lifestyle towards adopting more
sustainable ways. Such can be achieved through certain actions at the individual, as
well as the national level.
4.4.3 Creating Motivation to Change
What usually tends to happen when people try to change is that they perceive the
costs of making the change higher than the benefits, thus making it look like they
have to make a sacrifice. De Young’s [24] motivational concept looks at four types
of intrinsic satisfactions that are important to achieve pro-environmental behaviour.
These include not only the sense of satisfaction achieved from behavioural competence due to a more thoughtful consumption and from being an active member of
one’s community activities, but also from making the fullest use of the luxuries
that one attains as a member of the community. Such a view therefore displaces
the sense of “self-sacrifice” that is often dominating when altruistic motivations for
pro-environment behaviour are emphasised.
Furthermore, motivation can be improved through engagement in organised group
activity, which could lead to the development of collective self-efficacy among the
masses [5]. This form of organised activism would be necessary in a more frequent