It’s a common misperception that people are primarily motivated by their own personal interests, for example saving money, when it comes to behaving pro-environmentally.

Of course money matters and shouldn’t be underestimated, especially for lower income groups.

But there’s plenty of evidence out there – including from our own research – showing that many people will choose to behave in a pro-environmental way even if it’s somewhat more costly out of intrinsic motivation.

In a paper from 2018, we discuss how people choose to engage in sustainable energy behavior without monetary incentives.

In a 2022 research paper, we also found that subsidies did not motivate people to adopt a new behaviour: it was primarily people who already planned to undertake the sustainable behaviour that applied for the subsidy.

That appears to be because rebates or subsidies remind people of their own intrinsic motivation to make those changes, rather than being the reason they take action.

And in her 2023 review paper, our colleague professor Linda Steg concluded that people who have strong biospheric values, which advocate benefits for the environment, are likelier to be intrinsically motivated to engage in climate actions

These actions satisfy important values and make people feel they are doing something meaningful.

Research shows that many people have strong intrinsic motivation to behave in an environmentally-friendly manner, and are willing to spend some more money for more sustainable purchases.