(Don’t) Mind the Gap? The Role of Current Versus Desired State of Goal Attainment in Predicting Sustainable Behavior

Authors

  • Anna O. Kuzminska Orcid
    Faculty of Management, University of Warsaw, Warsaw, Poland
  • Kaja Glomb Orcid
    Faculty of Management and Social Communication, Jagiellonian University in Krakow, Krakow, Poland
  • Piotr Błaszczyk Orcid
    Institute of Psychology, SWPS University, Warsaw, Poland
  • Agata Gasiorowska Orcid
    Institute of Psychology, SWPS University, Warsaw, Poland
  • Marta Roczniewska Orcid
    Institute of Psychology, SWPS University, Warsaw, Poland

Abstract

Understanding what motivates individuals to engage in sustainable behavior is essential for advancing sustainable development goals (SDGs). Drawing on the cybernetic model of behavior regulation, this research investigates how the perceived gap between one’s desired level of societal progress towards sustainability and the current societal reality stimulates individuals’ action toward sustainability. Across two studies, we found that individuals’ desired state—not the current state—was the strongest predictor of both their willingness (Study 1) and actual engagement (Study 2) in sustainable behavior. Interestingly, individuals remained highly motivated to act sustainably even when SDGs were perceived as largely achieved. These effects extended beyond environmental concern to two other SDGs: health promotion and public safety. This suggests that, within the context of our studies, sustainable behavior seems to be meaningfully driven by personal goal alignment rather than current goal achievement in a society alone. Our findings offer a novel application of the cybernetic model to sustainable behavior and highlight the importance of interventions that connect sustainable actions with individuals’ personal values, aspirations, and identity. For policymakers and practitioners, this implies that fostering a sense of personal ownership and relevance of SDGs may be more effective than emphasizing societal progress alone.