The discrepancy between environmental awareness and environmental behavior is of paramount importance in the discussion surrounding the concept of sustainable development. Sustainability can only be achieved if consumption patterns and lifestyles change significantly. But how can changes and innovations be achieved? The study presents previous research findings and demonstrates that knowledge and social characteristics have only a minor influence on environmental behavior. Strategies that primarily focus on knowledge transfer therefore have limited chances of success. To communicate the guiding principle of sustainability, the study proposes three coordinated strategies: a popularization strategy, a feasibility strategy, and a long-term educational concept.