How to Cope with Perceived Tension towards Sustainable Consumption? Exploring Pro-Environmental Behavior Experts’ Coping Strategies

Abstract

Pro-environmental behavior experts (PEBEXs) encounter tensions associated with sustainable consumption, just like other individuals. What distinguishes them is their high level of knowledge, motivation, and reflection on climate change topics, as intended by many downstream policy interventions targeting individual consumption behavior. Based on 31 problem-centered interviews with PEBEXs, we found two general coping strategies: contributing to maximizing sustainable consumption and accommodating to the minimization of perceived tension. These coping strategies offer a promising source of information for individuals in general on how to drive personal consumption behavior in more sustainable directions and how to deal with accompanying barriers and tensions. Because coping strategies can be trained, the introduced strategies can support the design of interventions targeting individual consumption decisions. Furthermore, we emphasize the importance of accompanying upstream interventions, such as structural changes, to support individual behavior changes.