‘Sustainable behavior is more likely to result from a price incentive than a doomsday scenario’

What would ensure that Dutch people behave more sustainably? Mainly monetary incentives, the study showed on Tuesday Between sustainable thinking and sustainable action of the Social and Cultural Planning Office. People are more willing to change if they feel unsustainable behavior in their wallets than by future scenarios about natural disasters. The researchers also conclude that people with a relatively high income are more concerned about the climate and support climate policy, but do not necessarily translate this into sustainable behavior.

The scientific institute conducted research into the attitude and behavior of Dutch people when it comes to climate. It was a repeat of research from 2019. Since then, more people have become concerned about climate change (three quarters of Dutch people), and a larger group of people are very concerned. More people also indicate that the weather has changed noticeably. Three quarters think it is important to live differently to combat climate change.

But when researchers ask about their own behavior, the picture is very different. Only half feel personally responsible for reducing climate change. In more than half of the situations studied, Dutch people are not prepared to change their lifestyle in favor of the climate. If people are willing to change, it is mainly from a financial point of view: if unsustainable behavior becomes more expensive. The effect of the monetary incentive occurs in energy consumption, mobility, nutrition and clothing.

Sustainable behavior

Concerns about climate change are most prevalent among the elderly, women, people living in urban areas and those with higher vocational education or higher education. It is striking that this also leads to sustainable behavior more often among the elderly, women and people in urban areas. But if the researchers only looked at those with higher vocational and university education, they saw little or no more sustainable behavior. In fact, in general: the higher the household income, the less sustainable the behavior in all areas.

This is simply because people can afford more polluting behavior: they buy larger houses, go on holiday more often and buy more clothes. But not only the standard of living is mentioned as the cause, but also a possible greater pursuit of individual success and status among this group.

A growing group has the feeling that a small group of people wants to impose climate measures on the rest

The opposite applies to the group with a practical education and a relatively low income. They behave significantly more sustainably than the average Dutch person, while they endorse the urgency of the climate problem less. People who are less able to make ends meet travel less often by plane and car, and buy new clothes less often.

In general, if people are willing to change, it is mainly if sustainable behavior becomes cheaper. This can be done by pricing polluting behavior or by subsidizing sustainable behavior. This appears to have more impact than concerns about the climate, the threat of natural disasters or the call from the government and scientists for more sustainable behavior, the researchers said. “No matter how strong the threat of a climate disaster is, making a certain lifestyle cheaper is more tempting than slowing down the threat,” the researchers said.

Long story short: money matters. It is therefore logical to pursue climate policy aimed at financially taxing unsustainable behavior.

Yet it is not as simple as a flight or meat tax, the research shows. If unsustainable choices become a luxury that only rich people can afford, it could undermine the sense of fairness. A significant minority believes that the attention paid to the climate is exaggerated. And a growing group feels that a small group of people wants to impose climate measures on the rest, and they are afraid that they will no longer be allowed to enjoy anything.

That is why it is all the more important that climate policy is seen as fair. What most respondents agree on is that the people (such as those with higher incomes) and companies that cause the most pollution should also do the most to combat climate change.

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