Sustainability Attitudes & Behavior in Ukraine

Energy-Saving Defines Sustainability

For Ukrainians, sustainability is rooted in energy security and daily resilience. The most common actions include using energy-efficient appliances (59%), relying on public transport or biking (49%), and buying local food (38%). Recycling and plant-based diets are less common, but everyday conservation, like saving water and adjusting heating, remains central.

People Care about Climnate Chane and Sustainability, But Not Deeply

Climate concern is present but muted: most Ukrainians are only “slightly” (37%) or “moderately” concerned (30%), while just 5% are “extremely concerned.” Interest follows the same pattern, 40% are “somewhat interested,” but only 12% are “very interested,” and nearly half are indifferent or uninterested. To drive engagement, sustainability messaging must connect directly to immediate benefits, such as lower household bills, better air quality, healthier diets, stronger community resilience, rather than distant global narratives.

Systemic Barriers Are Heavy

The biggest challenges are structural: high costs of sustainable products, poor recycling facilities, and weak public transport in some areas. Lack of time, information, and entrenched habits also hold people back. War damage deepens the picture. Waste management systems were disrupted in cities like Kharkiv and Mykolaiv. Public transport in many regions remains limited. Even where intent exists, structural gaps block follow-through.

These are not issues of willpower, but of infrastructure gaps and affordability. Ukraine’s transition depends on rebuilding infrastructure sustainably, especially waste management, housing, and public transport. International donors and businesses have an opportunity to embed green systems into reconstruction, making them accessible and affordable for households.