The article by Lindenberg and Steg (2007) explores the role of goal-framing theory in understanding environmental behavior. Goal-framing theory posits that goals influence how people process information and act, leading to three primary goal frames: hedonic, gain, and normative. The authors review extensive research in environmental psychology to suggest conditions under which each goal frame is dominant. Normative goal frames promote pro-environmental behavior, while gain and hedonic goal frames often lead to environmentally unsound actions. To promote pro-environmental behavior, the authors propose strengthening normative goals or making gain and hedonic goals less incompatible with normative goals. They also suggest research questions to further explore the interactions between different goals and their influence on environmental behavior. The article highlights the importance of understanding multiple motivations and their interactions in environmental contexts, providing a framework for interventions aimed at fostering sustainable practices.The article by Lindenberg and Steg (2007) explores the role of goal-framing theory in understanding environmental behavior. Goal-framing theory posits that goals influence how people process information and act, leading to three primary goal frames: hedonic, gain, and normative. The authors review extensive research in environmental psychology to suggest conditions under which each goal frame is dominant. Normative goal frames promote pro-environmental behavior, while gain and hedonic goal frames often lead to environmentally unsound actions. To promote pro-environmental behavior, the authors propose strengthening normative goals or making gain and hedonic goals less incompatible with normative goals. They also suggest research questions to further explore the interactions between different goals and their influence on environmental behavior. The article highlights the importance of understanding multiple motivations and their interactions in environmental contexts, providing a framework for interventions aimed at fostering sustainable practices.