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Actionable Steps to Close Intention-Action Gap in Sustainability

What is Intention-Action Gap?

Intention-action gap is a concept that has been around for quite some time. According to the Decision Lab, it refers to the disconnect between what we intend to do and what actually happens in reality. This discrepancy often results from our own lack of knowledge, resources, or motivation.

For example, you may have an intention to be healthier by eating more fruits and vegetables but find yourself unable to follow through with this plan due to limited access or financial constraints. Or perhaps you want to start exercising regularly but never seem able to make it happen because of time restraints or other commitments that take precedence over your fitness goals.

We can also experience the intention-action gap when we are unclear about what our desired outcomes are; if we aren’t clear about our end goals, it is difficult (if not impossible) for us to make meaningful progress towards them. It is also important to remember that even if intentions are clear, they need to be translated into tangible actions, which require effort and dedication on the part of the individual involved – something that does not always come naturally.

Bridging Intention-Action Gap and Sustainability

Sustainability is a complex and ever-evolving concept. It involves the integration of environmental, social, and economic considerations in decision-making to ensure that our current actions do not limit future possibilities for generations to come. However, there is often an intention–action gap when it comes to achieving sustainability goals. This means that although we may have good intentions in terms of sustainability practices or initiatives, they are not always put into action or carried out effectively.

Many factors can contribute to the intention-action gap, including a lack of resources or knowledge about sustainable practices, competing interests between stakeholders, inadequate communication among stakeholders, political inertia, institutional barriers, etc. Intention-action gaps have also prompted subsequent research on how to close them. Among the best-known devices in this literature are commitment devices. It is a self-regulatory strategy introduced by Peter Gollwitzer in 1999. This strategy involves setting a concrete goal with a clear plan that includes details like time, place and method to reach the intention. In order to bridge this gap and move closer to achieving sustainability goals it is important for organisations to identify the reason causing the disconnect between their intentions and actions related to sustainable development objectives (SDOs). Once identified, they should develop strategies that would address those specific issues while also taking into consideration any potential risks associated with them before implementing them accordingly.

In addition, public awareness campaigns could also help close this gap by educating people on why certain SDOs are important from both ethical and practical standpoints. Furthermore, setting up incentives like subsidies or tax breaks can motivate individuals towards more responsible behaviour when it comes down to meeting SDO targets. Finally, involving different stakeholder groups in decision-making processes will encourage collaboration amongst all parties involved thus leading to greater commitment to achieving collective outcomes beneficial to everyone.

Our Solution

Green Token acknowledges the intention-action gap within the sustainability community. We believe that there is a lack of incentives that encourages individuals and corporates to take sustainability into account when making decisions.

We identified multiple causes as the contributing factors to inaction including the green premium (check out here to understand more about it) and the absence of ubiquitous options available. Hence, our solutions focus on these 2 main objectives: driving down the green premium and making sustainable options accessible.

$GREEN can be used as a form of equity to replace the extra cost that you pay for a reusable sanitary pad while our Dapp allows you to see where and how you can purchase all these products.


Although there are still gaps between our ideals of sustainability and what we actually do in real life, there are ways around this issue. It is possible to bridge the intention-action gap by setting realistic expectations based on available resources and breaking down larger tasks into smaller ones so as not to become overwhelmed effectively. Finally, staying focused on one’s end goal while maintaining flexibility along the way will ensure success no matter how large (or small )the intended outcome might be!

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