Most people say they care about the environment. They recycle, turn off lights, maybe even bike to work when the weather is kind. But as the climate crisis deepens and the gap between knowledge and action grows, a harder question emerges:
Why do we do so little, even when we care so much?
In their insightful chapter “Environmental Morale and Motivation,” Bruno S. Frey and Alois Stutzer dive into the invisible currents that drive—or dampen—our willingness to act on behalf of the planet. They offer a profound insight: environmental behaviour isn’t just about rules, taxes, or information. It’s about how we feel, how we’re treated, and whether our sense of agency is nurtured or ignored.
This isn’t a technical story. It’s a human one.
The Myth of the Selfish Consumer
Many traditional policies for environmental protection operate on a simple assumption: people care most about themselves. Based on this, governments impose taxes, fines, and incentives to change behavior. These tools have their place—but Frey and Stutzer challenge us to look deeper.
People are not just economic actors seeking to maximize personal gain. They are moral agents, shaped by values, culture, and community. In many cases, people act in pro-environmental ways not because of external rewards or punishments, but because they believe it’s the right thing to do.
This sense of environmental morale—a voluntary inner motivation to care for the planet—may be fragile, but it’s also powerful. And too often, it’s overlooked.
Motivation: Intrinsic vs. Extrinsic
A key distinction in their work is between intrinsic and extrinsic motivation:
- Intrinsic motivation arises from within. It’s the desire to live in alignment with personal values—to protect nature out of love, respect, or responsibility.
- Extrinsic motivation comes from outside—money, laws, punishments, or social pressure.
Frey and Stutzer warn of a surprising danger: external incentives can crowd out internal motivation. When people feel they’re being coerced or manipulated—even for good reasons—they may withdraw emotionally. A green tax might succeed financially but fail morally, if it makes people feel distrusted or treated like selfish actors.
This means that how we design environmental policies matters just as much as what those policies are. Trust, fairness, and participation can make all the difference.
The Role of Trust and Participation
Environmental morale flourishes where people feel trusted and empowered.
When governments act transparently, treat citizens as partners, and invite them into decision-making, people respond with cooperation and care. When policies are imposed without dialogue, people resist—even if they agree with the goal.
This is why participatory governance matters so deeply. When communities help shape climate action plans, manage local resources, or co-design infrastructure, they don’t just follow rules—they take ownership.
In this way, morale becomes self-reinforcing: trusted citizens act responsibly, and responsible citizens deepen trust.
Culture, Identity, and Collective Meaning
Frey and Stutzer also highlight that environmental motivation is culturally embedded. In some societies, living in harmony with nature is a core value. In others, consumption and convenience dominate.
This means we can’t treat environmental action as a purely technical issue. It’s a matter of identity, belonging, and shared stories. People are more likely to act when sustainability feels culturally meaningful—when it’s seen not as a sacrifice, but as a source of pride, community, and hope.
This is why messaging matters. Telling people to “do less harm” isn’t enough. We must show them how to live lives that feel fuller, not poorer, through mindful consumption, connection with nature, and local solidarity.
Nurturing a Culture of Care
So what can we do to strengthen environmental morale?
Frey and Stutzer suggest a few guiding principles:
- Recognize intrinsic motivation. Don’t assume people are selfish—nurture their existing care.
- Design respectful policies. Regulations should be fair, transparent, and explained in moral, not just economic, terms.
- Involve people early and often. When citizens help shape environmental action, they’re more likely to support and sustain it.
- Celebrate shared values. Build a public culture that lifts up stories of stewardship, innovation, and collective care.
- Protect civic trust. Without trust, even the best policies may fail. With it, ordinary people do extraordinary things.
Final Reflection: From Obligation to Opportunity
Environmental action often feels heavy—full of guilt, pressure, and fear. But Frey and Stutzer remind us that it can also be light, joyful, and deeply human.
When we act for the environment not because we’re forced to, but because we want to—because it aligns with who we are—we don’t just protect the planet. We begin to heal something in ourselves. We reclaim a sense of agency, meaning, and belonging in a world that often feels out of our control.
So the next time you make a sustainable choice, pause. Know that your action is more than efficient—it’s moral. It’s not just a drop in the bucket—it’s a sign of the world you believe in.
Because in the end, the question is not just What can we do for the planet?
It’s Who are we, when we choose to care for it?