Mean or green: which values can promote stable pro‐environmental behavior?

In most cases, pro‐environmental behavior does not maximize individual interests, but mainly benefits other people or the environment. We propose that although acting on the basis of egoistic considerations may result in pro‐environmental behavior, altruistic and biospheric considerations provide the most stable basis for pro‐environmental behavior. We present two strategies to promote stable pro‐environmental behavior. The first way is increasing the saliency of altruistic and biospheric values in specific situations, thereby reducing the relative strength of egoistic values. The second way is making the often “anti‐environmental” egoistic values compatible with “pro‐environmental” altruistic and biospheric values. We explain these options and translate it to possible interventions, policy implications, and follow‐up research to promote “green” behavior.