„Burned out people can’t save the world.
How we’re discussing climate change is burning people out as fast as we are burning fossil fuels.”
(Kirwan, 2021, online)

Isabella Uhl-Hädicke's book is titled "Why Don't We Just Do It?" (cf. Uhl-Hädicke, 2022). Chris Pitt refers to it as the "value-action gap": Despite the majority of the population not denying climate change, being informed about it, and acknowledging the need for action, there is often a lack of implementation in practice. Reasons for this include self-deception, competing values, impulse buying, habit, complexity, overwhelm, skepticism, hypocrisy, and cost (cf. Pitt, 2022, online) .

For example, there is a gap between those interested in recycling and those who actually recycle, between those who consider organic food important and those who buy from the organic aisle, and between those concerned about emissions and those willing to change their behavior (cf. Shatz, 2023, online). The value-action gap also played a role in my own professional life, while working with the second-hand boutique "wert.voll". Even though some knew about its existence and expressed willingness to consider second-hand items, the initial visit often required some effort that had to be overcome.

4 Stages of Behavior Change

To unravel the Value-Action Gap, it makes sense to explore the stages of behavior change. The first phase is the Decision phase, where one sharpens awareness of the problem and increases perceived personal responsibility. In the Contemplation phase, environmentally friendlier alternatives are considered, weighing their pros and cons. The Implementation phase is critical, turning intentions into actions, followed by a Reinforcement phase, resisting temptations. Generally, the alternative behavior becomes integrated into daily life and is seldom questioned. In climate change communication, understanding these stages is crucial for tailored approaches. (cf. Uhl-Hädicke, S. 136.f)

Four Steps to Activate a Personal Norm

Another concept related to the Value-Action Gap is all about the four steps to activate a personal norm. It begins with problem awareness: Does the individual understand the disadvantages of their unsustainable actions? This is followed by responsibility attribution: Does the individual connect their environmentally harmful habits to climate change? Action efficacy questions whether the person knows how to change their behavior to lead a more sustainable lifestyle. Self-efficacy describes the individual's awareness of living less harmfully within their circumstances. (cf. Uhl-Hädicke, p. 92)

In the following posts I want to describe eight principles that improve how we communicate climate change. Stay tuned.

Sources:
Uhl-Hädicke, Isabella: Warum machen wir es nicht einfach? Die Psychologie der Klimakrise. Wien–Graz: Molden Verlag 2022
Pitt, Chris (2022) Overcoming the Value Action Gap. In: The Drum, https://www.thedrum.com/opinion/2022/02/21/overcoming-the-value-action-gap (last accessed on 28.07.2023) 
Shatz, Itamar (o.D.) The Value-Action Gap: Why People Don’t Act in Accordance with Their Beliefs. In: Effectiviology, https://effectiviology.com/value-action-gap/ (last accessed on 31.07.2023)