Read too many godly books like atomic habits, Atlas of the heart, the power of habit and so on and so forth, but still rebottling the same old daily actions as in the name of recycling? Revamping the same old actions in the evenings and mornings and hoping for a genie to change the predicament of the time?
These questions are not new; my guru preaches them in his selected sermons in the silent retreats in the 'Himalayas'. How do you know them?
Let me put it this way: Too many climate slogans bulldozing the streets of modern cities? Too many greenwashings in the name of climate action? Too many lectures in the name of what must be done as a human society? And yet, last night, binge-watched a series while the heater worked harder than a coal power plant in 1995? Congratulations, you are officially a case study. Welcome to your sacred circle of retreatment.
The Attitude-Behaviour Gap: A Scientific Naming
A scientific paper with the wonderfully honest title "Bridging the Attitude-Behaviour Gap in Household Energy Consumption" (Huang & Warnier, TU Delft) gives this contradiction a name: the 'attitude-behaviour gap'. In short, our hearts say "save the planet," while our habits reply "maybe tomorrow." The issue isn't a lack of care, it's that caring is abstract, whereas comfort is painfully specific. Climate change feels distant and invisible; cold feet, on the other hand, are immediate and extremely convincing. Climate change is the frog in slowly heating water, not because frogs are stupid, but because nothing feels urgent until it suddenly is. But since the trade-off is so distant, as a talisman businessman, our subconsciously formed habits influence our decision-making-process and that was that as an elite-climate-hero for the night.
Primary vs. Selective Motives
The paper from Huang and Warnier explores various ideas on 'Bridging the Attitude-Behaviour Gap'. First they start with trying to make a distinction between primary motives and selective motives or motivation to perform certain environmental actions. Since most of the actions are readily influenced by immediate needs, which evolve around personal and everyday needs in spite of an individual holding altruistic and social values, reasoning and logical changes remain useless as a silent manifesto in the background. That's why studying one's habit establishes itself as a prudent argument to reduce the decentralized energy consumption market. Smart homes and grids can do so much.
Making Behaviour Change Actionable
The second focus of the paper is facilitating the behaviour change process, where two key players take centre stage: first, the conveyance of accurate, actionable information to consumers; and second, thoughtful intervention design that offers personalized ways to motivate people to voluntarily practice and repeat energy-saving actions within the messy reality of everyday life.
The two further divide the actions into routine actions like: Turning devices off? Good idea unless you're late. Air-drying clothes? Wonderful, unless it rains, your room smells weird, and you need socks now.
And one-shot actions: Buying an A+++ fridge? Excellent, unless your bank account says "A– – –".
When it comes to changing how people use energy, the paper makes one thing clear: information only works if it is usable. Flooding households with kilowatt-hours, charts, and moral appeals is a bit like handing someone a cookbook written entirely in chemistry formulas, technically correct, but unlikely to produce dinner.
What actually helps is accurate, actionable information: small, concrete suggestions that fit naturally into daily routines. Less "save energy for the planet" and more "here's one simple thing you can do today, how hard it is, and why it matters." By breaking complex actions into manageable micro-steps, clearly explaining their impact, and showing that not all energy-saving actions require money, time, or monk-like discipline, information stops being abstract advice and starts becoming something people can realistically act on - without having to redesign their entire life.
Intrinsic vs. Extrinsic Motivators
The paper further explores the different facets of motivations and triggers for a long sustainable change in one's life, namely Intrinsic and Extrinsic motivators. External motivators like tangible rewards, competitions and removal of societal pressure may induce one-shot choices like how the world of marketing influences one's smartphone buying decision. And it can backfire too like the rebels who hate Apple/Android-Ecosystem and vice-versa. But intrinsic motivation revolves around two things: perceived competence (or self-efficacy) and a sense of autonomy i.e free will and choice.
Intrinsic motivators are mostly triggered by a strong internal locus of control. One has the perception that one has the ability to bring about change through one's own actions, whereas one who is feebly swayed away by external influences (by other people and institutions) may believe that his nibble actions are nowhere close to bringing about change. This mindset is sometimes mistaken for narcissism, but it is often the opposite: a quiet form of learned helplessness, where the scale of the problem feels so overwhelming that personal agency dissolves. When people stop believing their actions count, motivation withers, not because they don't care, but because they no longer feel like authors of the outcome.
A notification telling you to turn off lights might get compliance today, but it also frames energy-saving as something external to you, something you're being monitored for. Over time, that erodes intrinsic motivation.
The alternative: helping people connect energy-saving actions to their own values, is messier and slower, but far more robust. If someone comes to see reducing energy use as an expression of thrift, environmental care, practicality, or even just dislike of waste, the behaviour doesn't need external scaffolding anymore. It becomes self-sustaining because it's integrated into their identity rather than bolted onto it.
The challenge, of course, is that autonomy-supportive approaches are harder to scale and require more nuance than simply designing a system that tells people what to do.
The Tragedy of the Commons
They also point out a very important generational ritual that has negated our planet's resources: The Tragedy of the Commons. The tragedy of the commons is basically what happens when everyone knows they should hold back, but nobody actually wants to go first. It's that familiar mental bargain: "If I take a bit extra, who's really going to notice? Everyone else is probably doing it too." With something like energy use, the consequences of your personal overindulgence get diluted across the whole of society, while you get to enjoy the immediate warmth, the brighter lights, the extra convenience.
So individuals keep making perfectly reasonable choices, and somehow the system still collapses in slow motion. It's a bit like an all-you-can-eat buffet where nobody ever shuts the doors. For a while, it's glorious. And then, inevitably, it isn't. It finds its semblance with the worst aspect of Game Theory and how the parties involved won't hold back their hands, bluffing till everybody loses.
Family Involvement and Social Solutions
Another point that has been raised is that 'Families with children generally consume more energy and this consumption increases as the children grow older'. However, studies show that the children enjoy the time with their parents, when their shared time is used to explore the energy saving potentials. In fact discussing and establishing common family responsibilities around energy consumption is reported to be effective.
The paper suggests that solutions work best when your individual actions feel visible, meaningful, and like part of something bigger. When you can see that other people are also making an effort, holding back stops feeling like some noble but pointless gesture you're making alone, it starts to feel normal, even expected. Clear feedback helps, as does knowing how you're doing compared to others, or making a small public commitment that gives the whole thing a bit of weight. Basically, people are far more willing to bring their own reusable cup when they glance around and notice everyone else is doing it too.
Sources:
- Huang & Warnier, TU Delft. "Bridging the Attitude-Behaviour Gap in Household Energy Consumption." Academic Research, 2024.
- The Tragedy of the Commons Explained in One Minute (One-Minute-Economics). Image Source.