Motivation and emotion/Book/2024/Self-determination theory and environmental activism

Self-determination theory and environmental activism:
How does self-determination theory explain motivation in environmental activism?

Multimedia presentation (3 min)

Overview

Figure 1. Climate Change Protest

Scenario:

Imagine this: You're walking through your city centre with friends when, up ahead, you spot a group of environmental activists holding banners and chanting slogans in the name of combating climate change.

Police are on the scene, attempting to control the situation. Amid the commotion, some people pause and watch, contemplating joining the cause. Others? They simply breeze past the protest, laser-focused on snagging that sweet 50% off sale they've been eyeing.

You can’t help but wonder: What fuels people's commitment to environmental causes? Why are some people so fervently dedicated to protecting the environment, even at their own risk, while others remain seemingly indifferent?

Environmental activism is a complex behaviour driven by various psychological factors. Self-determination theory (SDT) provides insight into the underlying motivations that inspire people to engage in environmental activism. This theory, rooted in psychology, emphasises the importance of fulfilling three basic human needs:

• Autonomy
• Competence
• Relatedness

When these needs are met, individuals are more likely to engage in activism because they are driven by a deep, personal sense of purpose rather than external pressures or obligations. In other words, they act out of intrinsic motivation—a powerful, self-sustaining force that keeps them committed even in the face of adversity.

This chapter explores the psychological drivers behind environmental activism and break down the processes that fuel long-term engagement. Using SDT as a lens, it highlights how a sense of personal responsibility, feeling capable of making a difference, and strong social connections can transform ordinary people into passionate activists.

In addition to exploring the role of intrinsic motivation, the chapter addresses key barriers to activism, such as socioeconomic limitations in developing countries and psychological challenges like burnout exacerbated by social media. By bridging theory and practice we are ultimately shedding light on why some people dedicate themselves to environmental causes while others remain on the sidelines.

What is Self-Determination Theory?

Self-Determination Theory (SDT) is a psychological framework developed by Deci and Ryan (1985) that explains human motivation through three core psychological needs:

• Autonomy: The need to feel in control of one's choices and actions.
• Competence: The need to feel effective and capable in achieving goals.
• Relatedness: The need to feel connected and supported by others.

SDT is particularly useful in understanding environmental activism because when activists feel that their actions are self-driven, effective, and supported by a community, they are more likely to sustain long-term commitment.

Motivational Drivers in Environmental Activism

Autonomy in Activism

• How personal responsibility and choice influence activism. When activists feel their actions are guided by personal values and not external pressures, they are more likely to remain committed to the cause over time (Gagné & Deci, 2005). Autonomy enhances a sense of ownership, making activism a meaningful and self-directed choice.

Competence and Effectiveness

• How feeling capable and effective influence bringing about change. When activists feel capable and effective in making a tangible impact, they are powerfully motivated. Activists who see the positive outcomes of their efforts—whether through successful campaigns or visible environmental improvements—are more driven to continue (Pelletier et al., 1998).

Relatedness and Community

• How the importance of community and shared values sustain activism. When activists feel a strong sense of community and shared purpose, they are motivated to keep sustaining activism. Being part of a supportive group fosters a deeper connection to the cause, encouraging sustained participation and collective action (Vallerand, 1997).

Quiz Question According to Self-Determination Theory, a sense of autonomy is crucial in motivating individuals to engage in environmental activism. True False

Barriers to Environmental Activism

Figure 2. Developing and Developed Countries

Socioeconomic Barriers in Developing Countries

Poverty and lack of education, often take precedence over environmental concerns, particularly in developing countries. In these contexts, environmental activism is often seen as a luxury, secondary to meeting immediate survival needs. Individuals prioritising daily necessities like food, shelter, and education may find it challenging to dedicate resources to environmental causes (Pelletier et al., 2011).

Psychological Barriers

Cognitive factors such as denial, fatalism, and the belief that individual actions are insignificant can prevent people from participating. When individuals feel overwhelmed by the scale of environmental problems or doubt their personal impact, they are less likely to engage in activism (Gifford, 2011).

Information Deficit and Misinformation

A lack of accurate information or exposure to misinformation can inhibit engagement in environmental activism. When individuals do not fully understand the urgency or scale of environmental issues, they are less inclined to take action (Uzzell et al., 2002). Conversely, misinformation can skew perceptions, leading to confusion and disengagement.

Burnout and Emotional Exhaustion

Prolonged involvement in activism without adequate support can result in burnout. Activists who face high levels of stress, emotional fatigue, and limited coping resources may experience disengagement and loss of motivation (Chen & Gorski, 2015). Chronic exposure to distressing environmental crises—especially through social media—can also contribute to emotional exhaustion, making it difficult to sustain long-term commitment (more on burnout in following sections).

Enhancing Motivation through SDT Principles

Enhancing Autonomy

Providing activists with opportunities to make independent choices and take part in decision-making processes enhances their intrinsic motivation. When activists feel a sense of autonomy and believe they are engaging out of personal conviction rather than obligation, their commitment to the cause strengthens significantly (Ryan & Deci, 2017). This autonomy-driven motivation ensures that individuals feel ownership over their contributions, making them more resilient and dedicated in their efforts to bring about change.

Building Competence

Providing activists with the necessary skills and knowledge through training and education helps build their sense of competence, which is crucial for sustained engagement in environmental activism. Research indicates that when individuals perceive themselves as effective and capable in their roles, they experience greater intrinsic motivation and are more likely to persist in their activities (Fielding et al., 2008). This is especially important in complex environmental contexts, where competence can empower activists to tackle challenges with confidence and efficiency.

Fostering Relatedness

Providing activists with a sense of community and shared purpose is essential for maintaining long-term engagement in activism. Feelings of relatedness, which involve being connected to others who share similar values, provide emotional support and reinforce commitment, making individuals more likely to stay involved despite setbacks (Klandermans, 2004). By cultivating strong social bonds, environmental movements can become a source of solidarity and resilience for their members.

Successful Case Studies

Figure 3. Greta Thunberg Environmental Activist

Greta Thunberg and the Fridays For Future Movement

Greta Thunberg’s Fridays For Future (FFF) campaign is a striking example of how empowering autonomy can drive widespread activism. Thunberg began as a lone protester but framed her action as a personal choice rooted in deep conviction. The movement, now spanning across 150 countries, invites students to decide how and where they want to act, fostering a strong sense of autonomy and personal responsibility (Wahlström et al., 2019). The decentralised nature of FFF allows participants to take ownership of their protests, which has significantly contributed to its global success.

MrBeast’s #TeamTrees Campaign

Figure 4. MrBeast (Jimmy Donaldson) Youtube Star

In collaboration with the Arbor Day Foundation, YouTube star MrBeast launched the #TeamTrees initiative with a goal to plant 20 million trees. This campaign utilised the principle of competence by providing clear, measurable goals: one dollar donated equals one tree planted. Participants were able to see the tangible impact of their contributions in real time, reinforcing their sense of efficacy and capability (Watson, 2020). This modern, goal-oriented approach significantly boosted engagement, with the campaign surpassing its goal and raising over $23 million.

Figure 5. Extinction Rebellion Protest

Extinction Rebellion

The Extinction Rebellion (XR) movement is a prime example of fostering relatedness. Through shared purpose and collective identity, XR has created a robust activist network where members feel a strong sense of community and solidarity. With a focus on decentralised organisation and inclusive, nonviolent action, XR ensures that activists feel connected to both the cause and each other, thereby sustaining long-term participation (Hallam, 2019).

Mental Health and Social Media in Environmental Activism

Well-being in Sustained Environmental Activists

When activists experience eco-anxiety, their sense of competence may be undermined. Constantly witnessing global environmental decline can foster feelings of helplessness and reduce the perception of their personal efficacy in making a tangible impact. This diminished sense of competence disrupts their intrinsic motivation to engage in activism, making them more vulnerable to burnout (Clayton, 2018). To counteract this, providing mental health support and creating spaces where activists feel competent and effective is essential for sustaining engagement (Chen & Gorski, 2015).

Chronic Exposure to Environmental Crises

Constantly witnessing environmental destruction can lead to emotional fatigue and a sense of despair, making it difficult to maintain motivation (Chen & Gorski, 2015). This issue has become increasingly relevant with the rise of digital technology and the widespread use of social media platforms such as TikTok, Instagram Reels, and YouTube Shorts. These platforms are built around fast-paced, short clips, which can rapidly bombard viewers with alarming visuals of environmental disasters. The continuous stream of content, often showing the worst of environmental degradation, can amplify feelings of hopelessness and overwhelm, contributing to a heightened sense of emotional exhaustion (Xenos et al., 2014).

Compassion Fatigue

• The rapid consumption of distressing information, especially through short-form videos, can create what psychologists call "compassion fatigue," where individuals become desensitised to environmental crises due to overexposure. Unlike traditional news media, such as The Guardian, or podcasts like The Drum and Q&A (where experts and professionals debate current issues in-depth), these short-form platforms are designed to deliver bite-sized content that prioritises shock value. This style of presentation can leave users feeling powerless and less motivated to act because they are often inundated with intense content without the depth and context necessary for understanding complex environmental issues.

Figure 6. TikTok App

Role of Social Media

Figure 7. Social Media Exhaustion

Social media is a double-edged sword in environmental activism. On one hand, it amplifies environmental messages, connects activists globally, and facilitates large-scale campaigns like #FridaysForFuture. On the other hand, constant exposure to environmental crises and the pressure to continuously engage can lead to emotional exhaustion. This effect is particularly pronounced with the use of platforms like TikTok, where activists may feel compelled to keep creating impactful, emotionally charged content to maintain relevance in fast-moving digital trends. Strategies to mitigate these effects include setting boundaries on social media use, promoting digital detoxes, and focusing on in-person community-building activities (Xenos et al., 2014).

Preventing and Healing Burnout

To Prevent Burnout

Activists should focus on setting achievable goals and taking regular online and offline breaks to recharge. Practising self-compassion and setting healthy boundaries is key to maintaining resilience. Support networks like mental health workshops, peer groups, and mentorship programs can also help manage emotional strain and create a sense of shared purpose (Maslach & Leiter, 2016). In the digital space, managing social media overload is crucial. Curate your digital environment by following uplifting, like-minded individuals, and unfollowing accounts that increase stress. Try balancing negative news with positive environmental updates to counteract despair. Establish healthy digital habits by setting time limits and incorporating regular digital detoxes. Engage with smaller, supportive groups on platforms for deeper, meaningful connections. Finally, replenish your energy by practising mindfulness, exercising, or connecting with friends after engaging with distressing content to ensure sustainable activism.

To Heal Burnout

Healing from burnout requires rest, reflection, and redefining one’s approach to activism. Taking breaks, reconnecting with personal values, and practising mindfulness can help restore emotional well-being. Seeking support from therapists specialising in eco-anxiety or joining small, uplifting communities provides essential guidance. Curating a positive digital space by limiting exposure to negative content and following positive environmental news helps balance emotional strain. Embracing “slow activism,” focusing on sustainable, gradual change rather than constant high-intensity engagement, can prevent further burnout and foster long-term resilience.

Conclusion

Self-Determination Theory (SDT) offers a powerful lens through which to understand what motivates individuals to engage in environmental activism. By focusing on fulfilling the psychological needs for autonomy, competence, and relatedness, SDT highlights why some people are driven by intrinsic motivation to commit passionately to environmental causes. However, this motivation can be hampered by barriers such as socioeconomic challenges, misinformation, and emotional burnout, particularly in the digital age.

Addressing these challenges requires tailored strategies that promote sustainable activism, such as enhancing activists' sense of autonomy, equipping them with the necessary skills, and fostering supportive communities. By leveraging both offline and online spaces more effectively, and by balancing the intense urgency of activism with self-compassion and well-being, it is possible to sustain long-term engagement.

Ultimately, understanding and applying SDT principles in environmental activism can help create a more resilient, committed, and impactful movement. It’s not just about mobilising more people—it’s about supporting them to stay motivated, avoid burnout, and maintain their passion for creating a healthier planet for generations to come.

See also

• Environmentalist (Wikipedia)
• Environment-friendly behaviour motivation (Book chapter, 2021)

References

Batson, C. D. (1991). The altruism question: Toward a social-psychological answer. Lawrence Erlbaum Associates.

Chen, C. W., & Gorski, P. C. (2015). Burnout in social justice and human rights activists: Symptoms, causes, and implications. Journal of Human Rights Practice, 7(3), 366-390. https://doi.org/10.1093/jhuman/huv011

Clayton, S. (2018). The role of perceived justice, political ideology, and individual or collective framing in support for environmental policies. Journal of Social Issues, 74(2), 451-469. https://doi.org/10.1111/josi.12275

Deci, E. L., & Ryan, R. M. (1985). Intrinsic motivation and self-determination in human behavior. Plenum.

Deci, E. L., & Ryan, R. M. (2000). The handbook of self-determination research. University of Rochester Press.

Fielding, K. S., McDonald, R., & Louis, W. R. (2008). Theory of planned behaviour, identity and intentions to engage in environmental activism. Journal of Environmental Psychology, 28(4), 318-326. https://doi.org/10.1016/j.jenvp.2008.03.003

Gagné, M., & Deci, E. L. (2005). Self-determination theory and work motivation. Journal of Organizational Behavior, 26(4), 331-362. https://doi.org/10.1002/job.322

Gifford, R. (2011). The dragons of inaction: Psychological barriers that limit climate change mitigation and adaptation. American Psychologist, 66(4), 290-302. https://doi.org/10.1037/a0023566

Hallam, R. (2019). Common sense for the 21st century: Only nonviolent rebellion can now stop climate breakdown and social collapse. Chelsea Green Publishing.

Klandermans, B. (2004). The demand and supply of participation: Social psychological correlates of participation in social movements. Social Psychology Quarterly, 67(4), 337-353. https://doi.org/10.1177/019027250406700403

Maslach, C., & Leiter, M. P. (2016). Understanding the burnout experience: Recent research and its implications for psychiatry. World Psychiatry, 15(2), 103-111. https://doi.org/10.1002/wps.20311

Pelletier, L. G., Tuson, K. M., & Green-Demers, I. (1998). Why are you doing things for the environment? The motivation toward the environment scale (MTES). Journal of Applied Social Psychology, 28(5), 437-468. https://doi.org/10.1111/j.1559-1816.1998.tb01714.x

Pelletier, L. G., Lavergne, K. J., & Sharp, E. C. (2011). Environmental psychology: A self-determination theory perspective. In V. I. Chirkov, R. M. Ryan, & K. M. Sheldon (Eds.), Human autonomy in cross-cultural context: Perspectives on the psychology of agency, freedom, and well-being (pp. 257–279). Springer.

Ryan, R. M., & Deci, E. L. (2017). Self-determination theory: Basic psychological needs in motivation, development, and wellness. Guilford Publications.

Uzzell, D., Pol, E., & Badenas, D. (2002). Place identification, social cohesion, and environmental sustainability. Environment and Behavior, 34(1), 26-53. https://doi.org/10.1177/0013916502034001003

Vallerand, R. J. (1997). Toward a hierarchical model of intrinsic and extrinsic motivation. Advances in Experimental Social Psychology, 29, 271-360. https://doi.org/10.1016/S0065-2601(08)60019-2

Vansteenkiste, M., Niemiec, C. P., & Soenens, B. (2010). The development of the five mini-theories of self-determination theory: An historical overview, emerging trends, and future directions. Advances in Motivation and Achievement, 16(A), 105-165.

Wahlström, M., Kocyba, P., De Vydt, M., & De Moor, J. (Eds.). (2019). Protest for a future: Composition, mobilization and motives of the participants in Fridays for Future climate protests on 15 March 2019 in 13 European cities. https://doi.org/10.13140/RG.2.2.32506.36807

Watson, A. (2020). #TeamTrees: A new wave of environmental activism. Journal of Digital and Social Media Marketing, 8(1), 53-62.

Xenos, M. A., Vromen, A., & Loader, B. D. (2014). The great equalizer? Patterns of social media use and youth political engagement in three advanced democracies. Information, Communication & Society, 17(2), 151-167. https://doi.org/10.1080/1369118X.2013.871318

External links

• Understanding the Motivation of Environmental Activists (ResearchGate)
• Greta and eight young activists reveal how the climate crisis is shaping their lives | UNICEF (Youtube)
• Motivating Sustainability (Australian Psychological Association)