While almost everyone knows that sustainable consumption is good, it doesn't make it easier to do everything right.
Professor Wilhelm Hofmann from Ruhr University Bochum suggests that achieving long-term goals, like improving diet or adopting a sustainable lifestyle, is not solely about lacking self-discipline.
Let's find out more about why it works this way.
Studying consumption habits
In a review article for Nature Reviews Psychology, Hofmann emphasizes how the physical and social environment significantly influences behavior.
He criticizes the focus on individual factors in many psychological studies, overlooking crucial structural elements.
Traditional approaches, such as self-determination theory, prioritize personal autonomy, assuming that preserving freedom of choice is enough.
However, Hofmann argues that this approach doesn't work, as decisions are heavily influenced by the environment.
For instance, an eco-conscious consumer may struggle to reduce meat consumption if there are more meat dishes than vegetarian options in the canteen.
It's not about the willpower
According to Hofmann, relying solely on individual discipline and willpower is insufficient.
He calls for a broader view that acknowledges the impact of the environment and emphasizes the need for effective political decisions to address social problems.
While individuals can take small steps, Hofmann emphasizes the importance of collective rules and regulations to support sustainable changes, especially in the face of challenges like the climate crisis.
