When trying to foster new sustainable behaviours, first target simple behaviours as a lead-in to more difficult ones.
As an example, if you want to see people making large changes to energy consumption in their homes, like installing solar panels, first get them to adopt simpler behaviours. Try having them turn lights off, switch to cfl lightbulbs, and turn thermostats down at night.
By making them comfortable with these simple behaviours, you will also have them seeing themselves as people who conserve energy. That will make them much more likely to say yes when asked to adopt more challenging energy conservation behaviours.