Other people ( friends , family, coworkers, and bosses) punish the right behavior while praising the wrong behavior.
Does doing the right thing draw no attention or even disdain from the people they care about?
Are their coworkers pressuring, embarrassing, or provoking them into the wrong behavior?
Is their boss giving other tasks a higher priority or not supporting the right behavior?
Does completing the job put them at odds with their family and friends?
Am I doing something that discourages them?
Am I failing to do something that would encourage them?