The impact of personal motivation on perceived effort and performance of pro-environmental behaviors

In order to minimize climate change it is important that people take up a sustainable lifestyle. Sustainable lifestyles call for pro-environmental behaviors (PEBs) in several domains, such as in-home energy use, mobility, and consumption of food and goods. However, studies show that people often do not consistently behave pro-environmentally in all domains. In this study we investigated how a combination of personal motivation, and the difficulty and the perceived effort of a PEB, predicts the performance of PEBs in various domains, using a survey (n = 1,536). By means of Rasch analysis we identified the difficulty of 17 PEBs and estimated respondents' pro-environmental motivations. In addition, we investigated if performance of certain PEBs increased the probability of performing other PEBs. This way we could identify for each level of motivation which behaviors respondents were (probably) performing and which behaviors they did not yet perform, but would be least effortful new behaviors. Furthermore, using a non-recursive structural equation model we investigated the relations between perceived effort, PEB performance, motivation, underlying traits, and demographics. Results showed a feedback loop between motivation and perceived effort: when respondents were motivated they perceived behaviors as less effortful and also lower perception of effort was related to higher motivation. Our results imply that people mainly perform PEBs that fit their level of pro-environmental motivation and that they are inclined to do the things of which they can justify the effort they need to invest. This amount of effort seems quite similar for people: no one wants to invest too much effort, but people highly differ in how effortful they assess different behaviors. Our study thus indicates that rationalizations play a key role. Encouraging people to embrace more sustainable lifestyles may involve step-by-step increases in PEB performance. We propose that people should be encouraged to perform behaviors that are closest to their current motivation level in order for them to progress from performing easy to more difficult PEBs.