Sustainability Attitudes & Behavior in Germany

Concern Is Real, But Barriers Keep Action Moderate

In Germany, climate change is on people’s minds, but urgency is not very strong. About three in ten say they are moderately concerned, while only 14% describe themselves as extremely concerned. Most fall somewhere in the middle—aware of the problem but not feeling it as an immediate personal crisis.

On top of that, barriers make action harder. Half of Germans say sustainable products are too expensive, while others mention poor public transport or the limits of rental housing, such as not being able to install solar panels. Convenience, long-standing habits, and doubts about whether individual actions matter also hold people back.

Because of this mix of moderate concern and everyday barriers, many Germans choose steady, practical habits instead of bigger or more costly changes.

Everyday Habits Drive Green Living

This measured approach shows up in daily life. Water conservation is the top priority (30%), followed by plant-based diets (15%) and eco-friendly household products (13%). Recycling, composting, and energy saving are also common. Bigger steps, like renewable energy investment or community clean-ups, are rare, reflecting a preference for changes that feel manageable at home.

Acting Sustainably, Even Without the Labels

Nearly half of Germans say they’ve never heard of the “Reduce, Reuse, Recycle” framework, and only a small share claim to fully understand it. Yet when asked how they apply the 3Rs in daily life, reuse (46%) and recycling (46%) emerge as the most common practices, followed closely by waste reduction and composting.

This creates a clear opportunity: rather than focusing only on abstract awareness campaigns, businesses and policymakers can scale up what people already do. In Germany, models already exist, such as the Pfand system, where bottles and cans are returned for a deposit refund, or supermarket refill stations that let customers bring containers for everyday items. Expanding these kinds of systems, and making them more rewarding or convenient, could strengthen existing habits and turn them into bigger collective impact.