Global climate change continues to escalate alarmingly. Heatwaves, flooding disasters, and wildfires have almost become part of everyday life. Nevertheless, the willingness among the German population to contribute to climate protection remains low. This is surprising, as surveys consistently show a large majority supporting climate protection. However, many seem to envision climate protection in a way that does not require personal sacrifice or change.

Ingo Balderjahn examines this contradiction from a behavioral science perspective and reveals why many continue to consume wastefully and in ways that harm the climate. On the other hand, there are indeed individuals who consume significantly less than they could afford. This minority in Germany voluntarily forgoes rather unnecessary and short-lived goods—without sacrificing anything in the process. On the contrary: frugal consumption habits enhance personal autonomy, independence, and satisfaction.