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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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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