Sustainability and Psychology

Sustainability is about meeting the needs of present generations without compromising the ability of future generations to meet their own needs. Especially the environmental sustainability is important to preserve resources like clean air, water and wildlife for future generations.
The psychological dimension of sustainability is a critical factor in achieving a sustainable future.

This dimension is related to human attitudinal and behavioural change, which is central to sustainability.
Environmental psychology is identified as a key contributor to sustainability science. Different studies collectively emphasize the importance of understanding and addressing the psychological aspects of sustainability in order to achieve a sustainable future (Gifford & Nilsson, 2014, for a review).
In the field of psychology, different theories have been formulated that try to explain why people behave in a certain way and how to influence these behaviours. The human behaviour is influenced by internal and external factors. Internal factors would be composed of beliefs, values, attitudes, emotions, and knowledge about the environment. All these variables are drivers of pro-environmental behaviours.

External factors are integrated by formal regulation, social norms, and cultural taboos. Therefore, if we want to change people’s behaviour toward pro-environmental behaviours, we will have to take into account both factors and provide effective stimuli for behavioural change.
A range of personal and social factors influence pro – environmental behaviour (PEB), including childhood experience, knowledge, personality, values, and norms. Among these, environmental attitudes and self-efficacy are particularly strong predictors, with ecological consciousness and environmental knowledge also playing significant roles.

The intersection of psychology and sustainability explores the cognitive, emotional, and behavioural aspects influencing individuals’ engagement with environmentally friendly practices. Four key psychological factors are central to this dynamic.

Environmental Awareness
Individuals’ perception of environmental issues is foundational to sustainable behaviour. Increased awareness often stems from education, media influence, and personal experiences and the recognition of the interconnectedness between human actions and environmental consequences shapes pro-environmental attitudes.

Values and Beliefs
Personal values and beliefs significantly impact sustainable choices. Environmental values, such as a deep sense of interconnectedness with nature, often drive individuals to adopt eco-friendly behaviours. The alignment of sustainability with core values enhances the likelihood of consistent environmentally responsible actions.

Psychological Distance
The concept of psychological distance refers to the perceived proximity of environmental issues. Individuals may feel detached from global ecological challenges, affecting their motivation to take sustainable actions. Framing sustainability in ways that emphasize local, immediate impacts can bridge this psychological distance and promote a sense of personal relevance.

Social Influence
Social norms, peer behaviour, and societal expectations significantly shape individual choices. Social influence plays a pivotal role in normalizing sustainable behaviours within communities. Positive social reinforcement and emphasizing collective responsibility fosters a sense of shared commitment to sustainability.
The psychological foundation of sustainability explores the connection between human cognition and environmentally responsible behaviour. This perspective acknowledges the influence of emotions and social factors on sustainable practices. As awareness grows regarding the link between personal well-being and the health of the planet, a shift occurs in individuals’ attitudes, fostering a greater acceptance of sustainable lifestyles.
Understanding and addressing these psychological factors are crucial for developing effective strategies to promote sustainable practices. Education campaigns, targeted messaging, and community engagement are valuable tools in harnessing psychological dynamics to cultivate a widespread culture of sustainability.