The citizen that sorts her garbage or that prefers ecological goods will often do this because she feels committed to ecological values and ends. The citizen may not, that is, act in sustainable ways solely out of economic or practical incentives: people sometimes choose to do good for other reasons than fear (of punishment or loss) or desire (for economic rewards or social status). People sometimes do good because they want to be virtuous
(Beckman, 2001, 179)
Beckman, L. 2001 ‘Virtue, sustainability and liberal values’ in J. Barry and M. Wissenburg (eds) Sustaining Liberal Democracy: Ecological Challenges and Opportunities,, Houndmills: Palgrave.