Evelin Tähtväli: Why do we perceive environmentally friendly choices as restrictions?

Environmentally friendly choices are often seen as a form of sacrifice rather than an opportunity to improve health and well-being. Evelin Tähtväli analyses why change is so difficult for people and how to view green choices from a different perspective.

Sustainable living seems to many people like a loss – giving up a car, limiting meat consumption, or going without comforts. Yet the same choice can be viewed quite differently: as an investment in one's own health, well-being, and creating a better living environment.

Evelin Tähtväli highlights a psychological paradox that characterises attitudes towards climate and environmental recommendations. People tend to perceive external guidance as commands and prohibitions even when these actually offer personal benefits. Acceptance of change is further hampered by the fact that habits are deeply entrenched and forming new behaviour patterns requires effort.

The way messages are communicated plays an important role. If green choices are presented primarily through the lens of sacrifice and restriction, it naturally provokes resistance. However, if we emphasise specific personal benefits – cleaner air, healthier food, more physical activity – the same message becomes more acceptable and motivating.

According to Tähtväli, environmentally friendly choices are not merely about saving the planet in the abstract sense, but everyday decisions that directly affect our own health and quality of life. Cycling reduces both greenhouse gas emissions and the risk of heart disease. A more plant-based diet benefits both ecosystems and digestive health.

So the question is largely one of perspective: do we see change as a loss or as an investment? The answer to this question often determines whether a person is willing to change their habits or not.