Green living is a popular subject. The green economy is expected to produce new jobs and alternative energy technologies being developed to replace energy sources based on fossil fuels. Ultimately, thought, a green economy is the field by consumers who are ready to buy greener products and technologies. Then, a fair question to ask is: "what makes a consumer going green?"
Ask this question to me frequently, such as my Web site is dedicated to show people that it is in your best interest to live greener lifestyles. There are several possible answers to the question.
For example, the desire to do less harm to the environment would be a good motivator? what happens to someone giving a good feeling about living a more efficient and less wasteful of life?
Perhaps the idea that living greener will also save money would be a strong motivational force.
Well, according to the Wall Street Journal, the answer is none of the above.Instead, the strongest motivation factor to make someone go green is good, old-fashioned pressures.
Consider the following experiment that was done recently.Two different posters were placed in Hotel bathrooms to encourage guests to reuse your towels. The first was written "show your respect for nature." On the marquee of second were the words "Join colleagues invited to help save the environment," while still noted that 75% of guests attended the towel reuse program. guests exposed to second marquee and the fact that many other guests were reusing towels were 25% more likely to reuse your towels guests who saw the first placard.
A follow-up study adjusted the formulation in the sign of a little more, becoming specific to the room.The sign said "75% of guests who stayed in his room 331 reused towels". this signal achieved an even greater compliance.
Clearly, peer pressure, and works is more effective than simple rationality on the benefits of reusing towels.
The results of this study have implications on business marketing green products and services to consumers. peer Pressure and creating s guilt complex, the eve of a subtle, can produce the best results.I found these results a bit surprising at first, but on reflection, even less.Being singled out as not being willing to go along with most other people in protecting the environment is much more powerful than just quietly going green because you think it's the right step for the environment.
These results also beg the question of how best to implement this strategy of peer pressure. I'm still thinking about it.
