Obstacles to sustainable living in the Helsinki Metropolitan Area

The objective of the research was to qualify the barriers to behavior that promotes sustainability in the Helsinki Metropolitan Area. The participants (n = 198) assessed 36 elements of sustainability according to their attitudes and behavior. The data were analyzed by mixed methods. High costs were the most significant barrier to a sustainable way of life. In addition, participants felt they have insufficient power to have an effect. Due to today's fast pace of life, lack of time was also an obstacle to sustainable living. 66.5 percent of the barriers were contextual and 33.5 percent personal. An intervention in the context of society would seem a more effective way to reach sustainability than encouraging individuals to change their attitudes and behavior. This is a reason why inducements and government support are essential for sustainability-promoting behavior. In a sustainable society, for instance, traded goods account for the ecological and social costs.

► An attitude–behavior gap and obstacles to sustainability-promoting behavior were identified.
► Contextual barriers dominated.
► Intervention in the context is an effective way to attain sustainability in a society.