The aim of the research was to understand which non-cognitive factors – attitudes based on habits or emotions rather than conscious reasoning – influence environmentally friendly behaviour. Corvinus researchers Mária Csutora, Zsófia Vetőné Mózner and Gábor Harangozó carried out a representative survey of a thousand adults in Hungary. Their results were published in the Social Responsibility Journal. 

Frugality is a better predictor of green behaviour than environmental awareness 

The authors argue that financial awareness benefits not only your wallet but also the planet. Being careful with money directly supports greener behaviour. People who keep track of their spending tend to be more considerate with natural resources as well, whether it is energy use, waste generation or shopping habits. 

According to the study, a frugal mindset is the strongest predictor of environmentally conscious behaviour, and it matters more than whether someone claims to be environmentally aware. In contrast, a shopping-oriented mindset – enjoying spending and buying new products – reduces the likelihood of environmentally friendly choices. The link is not strong, but it is statistically clear: the more central consumption is in someone’s life, the less likely they are to act in an environmentally responsible way. 

Encouraging moderation instead of consumption 

The study notes that messages promoting environmental protection are not enough on their own, because narratives encouraging economic growth and consumption have a stronger impact. If adverts and public messages keep pushing people to buy more, green messages lose their influence. This is why, besides campaigns on “how to protect the environment”, society also needs visible examples that show moderation and resource conservation as positive values. Less conventional marketing can, in fact, lead to greener outcomes than more green marketing. 

One of the key conclusions of the research is that protecting the environment does not necessarily require extra effort. It can be a natural part of conscious financial behaviour. Put simply: people who look after their money tend to look after the planet as well. Yet environmentally conscious behaviour cannot be shaped through education or information alone. The authors argue that we need to go beyond cognitive incentives, because habits (such as frugality) and emotional attitudes (for example, how people relate to shopping) are just as important. They highlight that childhood experiences in nature, such as hiking, may lead to stronger pro-environmental attitudes in adulthood than direct environmental education. 

The researchers also point out that companies can contribute a great deal by supporting frugal and sustainable behaviour through internal training or incentive schemes. Examples include energy-efficiency workshops, competitions for waste-reduction ideas or rewards for environmentally friendly practices at home. 

To support environmental protection, companies should avoid messages that encourage unnecessary shopping and instead promote repair services, reuse, and shared solutions such as car-sharing or community cycling.