How do you get people to buy green products, or cut down their energy consumption? Is it economics? Do you encourage them by telling they're saving money?
According to The Wall Street Journal, it's none of the above. You do it by making people feel guilty. The WSJ cites studies showing how peer pressure can force people to do things like reusing towels and putting in insulation.
It's an interesting argument because there is some guilt transaction going on. Earlier this year, I did a blog entry looking at how green consumers were more likely to lie, cheat and steal because they felt they had already done their bit for the planet by purchasing green products.
But then again, so what if moral indignation can drive sustainability? As long as it works, who cares?
no comment untill now