This project examines why so many individuals are willing to undertake small, symbolic environmentally friendly actions but hesitate to commit to more substantial changes. The main objective is to understand the psychological and social motivations underlying pro-environmental behaviors, particularly those that require greater personal involvement and lifestyle change.
Behaviour in Crisis Lab
Climate change is one of the most serious challenges of our time, and its effects are becoming increasingly visible in weather patterns, health outcomes, ecosystems, and everyday life. Scientists agree that human activity is responsible for these changes, and many people recognize the gravity of the problem. Nevertheless, there is a troubling gap between awareness and action. Although most people declare concern for the environment, their daily behaviors are often limited to simple, low-effort actions such as waste sorting or reducing plastic use. Meanwhile, more impactful actions (e.g., reducing meat consumption, giving up car use, or engaging in climate activism) remain relatively rare, despite their much greater potential to reduce carbon emissions.
This project examines why so many individuals are willing to undertake small, symbolic environmentally friendly actions but hesitate to commit to more substantial changes. The main objective is to understand the psychological and social motivations underlying pro-environmental behaviors, particularly those that require greater personal involvement and lifestyle change.
The research is grounded in Significance Quest Theory, which posits that when people feel undervalued or overlooked, they are especially motivated to restore a sense of meaning and recognition. One way to achieve this is through visible, morally valued actions that signal commitment to a particular cause—for example, making personal sacrifices for the sake of the environment. Such actions become especially attractive when they are rare but highly valued by others. In these situations, individuals have an opportunity to stand out and gain respect by displaying strong values and commitment.
We argue that the need for significance helps explain why some people undertake demanding environmental actions. When behaviors such as adopting a plant-based diet or using public transportation are still uncommon but socially admired, they provide an opportunity to make a visible impact. Conversely, when environmentally friendly behaviors become widespread and expected, they lose their potential to bring personal recognition. Individuals who are not strongly motivated by the need for significance may still perform these behaviors in order to conform to social norms, but they are less likely to adopt new, more demanding changes.
To test these assumptions, the project will examine how people perceive the difficulty of different pro-environmental actions, and how their motivation and social environment influence their choices. We will investigate the interaction between two types of social norms: descriptive norms (what people actually do) and injunctive norms (what people believe is socially approved). The research will clarify how these norms influence behavior depending on whether an individual is motivated by the need for significance.
The study will be conducted in several countries—Italy, Denmark, Poland, and the United States—to examine how these processes operate across different cultural contexts. The project will consist of three phases involving correlational, longitudinal, and experimental studies: first, we will assess how people evaluate the effort associated with various pro-environmental actions; next, we will analyze how motivation and social norms jointly shape decision-making; finally, we will develop and test strategies that can effectively encourage more people to adopt meaningful, high-impact actions for the environment.
This research is important because many climate campaigns focus on increasing awareness, assuming that knowledge leads to action. In reality, however, people often avoid high-impact behaviors because they are difficult to maintain without strong motivation. By understanding what drives individuals to make real sacrifices for the planet—especially the role of the need for significance and social recognition—we can design more effective strategies to support change.
Ultimately, the project will help explain why some people go beyond simple, everyday actions and commit to deeper forms of environmental engagement. By identifying the psychological needs and social influences that shape these decisions, the research will provide new tools for developing policies, campaigns, and social programs that inspire genuine environmental commitment worldwide.
Registration number: 2025/57/B/HS6/03680
Project leader: Dr. Erica Molinario
