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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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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