Sales Strategy
Bridging the Green Intention-Action Gap: 5 Strategies for Sustainable Consumption March 21, 2023 (0 comments)
Brighton, MA--A frustrating paradox exists in green business: while most consumers express positive attitudes toward eco-friendly products and services, only a fraction follow through with their wallets.
[Image via Wikimedia Commons]
To help bridge this "intention-action gap" and encourage sustainable consumption, researchers have identified five effective approaches for companies to consider:
- Use social influence: Social norms have been proven to influence sustainable behavior significantly. Companies can elicit similar behaviors by showing consumers that others are engaging in eco-friendly actions.
- Shape good habits: Encouraging customers to adopt sustainable habits can be achieved through smart product design, such as making sustainable options the default choice.
- Leverage the domino effect: Once a sustainable habit is established, it can create a ripple effect, encouraging further eco-friendly behaviors.
- Talk to the heart or the brain: Companies should decide whether to appeal to customers' emotions or to their rational decision-making processes to promote sustainable actions.
- Favor experiences over ownership: Companies can reduce waste and promote sustainability by emphasizing experiences rather than material possessions.
By implementing these strategies, companies can play a significant role in fostering sustainable consumption and meeting corporate sustainability goals.
Learn more about these strategies in this article.