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Summary
Key points: The likelihood of taking environmentally-friendly action varied by the task, even among people with the most green lifestyles, with actions involving less sacrifice more common. Self-perception of a green lifestyle was linked to higher life satisfaction, irrespective of concrete action. Bad conscience about not being green enough decreased life satisfaction, but the impact could be mitigated by having a self-perceived green lifestyle. Value-action gap for green behaviour depends on costs of green behaviour but also green preferences.