Distinguishing between Low- and High-Cost Pro-Environmental Behavior: Empirical Evidence from Two Complementary Studies

To reach sustainability goals, researchers and policymakers must focus on addressing changes toward more pro-environmental behavior (PEB). Therefore, this study shows evidence-based perceptions of low- and high-cost behaviors and deduces recommendations for PEB interventions. We applied a multi-step mixed-method approach: First, a representative online survey was conducted to collect a general quantitative overview and classify low- and high-cost behavior based on past behavior and behavioral intentions. Second, a gamification intervention that aimed to gain quantitative data about certain behaviors and perceived low- and high-costs was conducted with university students. The results of the two studies showed that PEB can easily be categorized into high-, rather-high-, rather-low-, and low-cost behavior. However, this classification is not based on emission sectors, e.g., mobility, but on the specific behavior. Interventions can be recommended according to subjective costs: For example, low-cost behavior does not need additional interventions in most cases but must be maintained as is. According to the empirical findings, high-cost behavior needs top-down interventions, while rather-high- and rather-low-cost behavior requires bottom-up interventions to achieve behavior changes. In summary, managing interventions using this classification and focusing on high-impact behavior can lead to successful behavior changes and emission reductions.