Closing the intention-action gap: What really drives sustainable choices?

Many people say they care about sustainability, yet far fewer act on it. This gap between intention and action is a well-documented challenge across the sector. Research explored in The Elusive Green Consumer highlights why sustainable intentions often fail to translate into everyday behaviour.

At Projects, where people, planet and community sit at the centre of our work, understanding this gap matters. Real change happens when sustainable choices become easy, habitual and meaningful.

Here are five evidence-backed approaches drawn from this research to help people make more sustainable decisions

1. Harness the power of social influence

Human behaviour is shaped by the people around us. When we see our neighbours recycling, our colleagues cycling to work or fellow members choosing low-impact options, we are more likely to follow.

Highlighting positive norms boosts adoption of sustainable behaviours, especially when people see others they identify with doing the same. Public commitments and light-hearted competition can reinforce these patterns. The key is authenticity, ensuring that messaging aligns with people’s identities and values.

At Projects, this means spotlighting members who champion sustainable practices and sharing community-wide achievements to help make positive behaviour visible.

2. Build good habits by design

Sustainable habits tend to stick when they are woven into everyday routines. Behavioural research shows that people make greener choices when those choices are simple, familiar and default.

Practical steps include:

• making the most sustainable option the automatic one

• reducing the steps required to do the right thing

• offering subtle prompts and feedback

• using incentives that reinforce long-term habits

Life transitions, such as moving into a new workspace, present ideal moments to set up new behaviours. This is why our onboarding processes emphasise sustainability from day one, from waste and recycling guidance to energy-conscious practices.

3. Encourage positive domino effects, in a sustainable way

One meaningful sustainable action can unlock others. This ripple effect, sometimes called positive spillover, tends to occur when the first action requires real commitment.

The opposite can also happen. When individuals feel they have already done one good thing, they can feel licensed to make less sustainable choices later. To avoid this, organisations should encourage deeper commitments rather than token gestures.

Focusing on actions that genuinely support people’s values helps build momentum that lasts.

4. Appeal to both emotion and logic

What really drives sustainable choices is different for every person, as everyone responds to sustainability messages in different ways. Some are motivated by hope, pride or a sense of belonging. Others respond better to clarity, facts and tangible impact.

Research suggests:

• Positive emotional appeals work well, especially hope and pride.

• Gentle guilt can be effective, but heavy guilt tends to backfire.

• Rational messages should be concrete, local and specific to people’s lives.

• Showing individuals how their small actions add up boosts engagement.

Clear, honest communication that connects sustainability to daily life is far more powerful than abstract targets or distant global messages.

5. Prioritise experiences over possessions

Experience-led business models and services that encourage sharing rather than owning, tend to have lower environmental footprints. They also tap into what people value emotionally.

From repair and refurbishment to circular product design, organisations like Patagonia and Eileen Fisher show how useful it can be to rethink ownership. Flexible, shared and experience-driven spaces already lend themselves naturally to this mindset.

At Projects, our focus on shared environments, community programming and accessible resources reflects this shift towards experiences that enrich people’s work and wellbeing, while reducing unnecessary consumption.

So what really drives sustainable choices?

Closing the intention–action gap requires more than good intentions. It demands behavioural insight, thoughtful design and clear communication. When sustainable choices are easy, visible and personally rewarding, people are far more likely to embrace them.