Three Ways to Engage Consumers for Sustainable Consumption
Curated from: ama.org
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Peer Pressure = Sustainability Initiatives
A global survey showed that 40% of 13,000 consumers believe that sustainability has become an important decisive factor in their shopping decisions however consumers' attitudes don't always align with their behaviors.
Many fawn over sustainable initiatives because social influence plays a powerful role in sustainability. Consumers engage in "sustainable behaviors" because they're easily swayed by peer groups or mass media.
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1. Make Sustainability Social
The behavior of individuals in social groups can impact the likelihood of sustainable behavior. When people in a group behave sustainably, so do the others.
The reason behind this is because there is the desire to outperform and demonstrate positive behavior to other people.
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2. Inspire Consumers to Waste Less
Not all behaviors are public and influenced socially so companies need to look for other ways to spur sustainable action.
Researchers found that companies could actually increase consumer recycling by making the materials' transformation into new products salient. When firms prompt consumers to think about the new life given to a product by recycling they are inspired to act.
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3. Demonstrate Commitment First
In order to promote sustainable behavior, researchers suggest that firms must be the first to visibly demonstrate their own commitment to the environment before asking consumers to invest in the effort.
As consumers become more interested in corporate sustainability, companies must also embrace the practice in their upstream supply chain.
Sustainability, lastly, is not limited to environmental conservation. Consumers also expect companies to treat employees fairly and support important social causes.
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CURATOR'S NOTE
Though more and more companies are adopting sustainability initiatives and goals, they must recognize how to engage consumers effectively. Social influence can be a powerful tool for encouraging consumers to adopt sustainable behaviors, but the tactic is most effective when others can observe the behaviors.
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