In the absence of a strong global agreement on climate protection, voluntary private contributions are crutial to slow down global warming. But how can such contributions be stimulated? The role of self-image in private voluntary contributions such as donation decisions and green consumption was analyzed making use of eye-tracking techniques. The project, for instance, aimed at contributing to the question why large financial incentives (e.g., price rebates or matching grants) do not necessarily increase the voluntary provision of public goods compared to smaller incentives.