Penny-Wise, Pound-Foolish: Participants Prioritize Low-Impact Behaviors to Mitigate Climate Change

This study investigated participants’ willingness to perform pro-environmental behaviors after learning their carbon footprint. Participants were willing to increase performance of low-impact behaviors more than higher-impact behaviors. Furthermore, we found that participants’ ‘climate perception-action gap’ did not have any effect on their willingness to increase performance of pro-environmental behaviors.