What prevents us from behaving ecologically
Even though most people in Slovakia recognize the seriousness of climate change, this awareness often doesn´t lead to following important pro-environmental steps. SAS researchers investigated what psychological barriers prevent Slovaks from taking more effective measures. At the same time, they tested what communication strategies can help overcome these barriers and motivate people to become more involved in the fight against climate change.
Scientists from the Institute of Experimental Psychology of the Centre of Social and Psychological Sciences SAS have long been focusing on researching the perception of climate change and the pro-environmental behaviour of our residents. Their research showed that among the most common pro-environmental behaviours are saving energy and water and trying to create less waste (74%). Only 21% of respondents try to adjust their diet and consume less meat and animal products.
"It is important to realize that even if a change in one person's behaviour may not seem significant, if we all get involved, we can also contribute to big changes, including climate policies, for example through their public support or an active approach," says Jakub Šrol from the Institute of Experimental Psychology of the Centre of Social and Psychological Sciences SAS.
One of the most frequently felt psychological barriers among respondents is tokenism - the belief that if one or two simple pro-environmental measures have been taken, one has already done enough and no further behavioural change is necessary. Up to 31% of respondents fall into this category. At the same time, people have the wrong impression of what their surroundings think about climate change. While up to 66% of research participants stated that they consider climate change a serious problem, they were convinced that only 46% of Slovaks share the same opinion.
"If we gave people clearer feedback that their behaviour can contribute to positive change and that most people in Slovakia take climate change as seriously as they do, it could lead to a greater willingness to get involved in solving this crisis. We decided to test this using two communication interventions," says Beáta Sobotová from the Institute of Experimental Psychology of the Centre of Social and Psychological Sciences SAS.
The research was conducted in two waves of data collection. More than 1,800 Slovaks participated in the first wave (March 2024) and more than 1,300 in the second wave (April 2024). The communication strategy, aimed at raising awareness of the negative consequences of climate change, together with an emphasis on feedback on how various changes in human behaviour can contribute to reducing the carbon footprint, brought encouraging results. Through this communication, it was possible to increase the belief of the participants that their behaviour can contribute to the protection of the environment and also to reduce several of the perceived barriers. The research was carried out within the "Psychological barriers of pro- environmental behaviour and support for climate policies in Slovakia” project, supported by the European Climate Foundation (project number G-2311-67279).
One of the project outputs is an information brochure, available for free on the project website HERE.
Edited by Monika Tináková
Photo: canva.com