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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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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