Five keys to sustainable consumer behavior

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Several recent studies have found that, although there is greater consumer interest in brands' sustainability commitments, there is a significant gap between intention and action. In this context, how can brands address sustainable consumer behavior? According to a Harvard Business Review study , five actions were identified that companies and brands can take to motivate buyers toward more environmentally responsible attitudes . As well as to promote ecological services that will benefit not only by meeting corporate sustainability objectives, but also by preserving the planet. Promote responsible consumption In a practical way, sustainable behavior is about how people think and act with respect to a balance between meeting their needs and the environment. Therefore, it is about adopting a more responsible lifestyle and aware of environmental impact.

To promote these actions, three  USA Phone Number List  academics from the University of British Columbia took on the task of studying, from different disciplines, how to promote sustainable consumer behavior. The good news is that their findings shed light on how to align consumers' actions with their stated preferences. Much of the research has focused on public interventions by policymakers, but the results can be leveraged by any company or business that wants to nudge consumers toward sustainability. Synthesizing this knowledge, the following actions are those that companies should consider to drive sustainable consumer behavior. Keys to sustainable consumer behavior 1. Use social influence Dozens of studies have shown that humans have a strong desire to fit in and will adapt to the behavior of those around them.



To demonstrate this motivation, in a large-scale field study in Canada, messages were left on residents' doors: “Your neighbors are recycling their lawn. You can too” and “Most people are finding ways to reduce materials going to landfill; "You can contribute by recycling the grass." In two weeks, this simple intervention resulted in nearly doubling residential lawn recycling. According to the researchers of this study, harnessing the power of social influence is one of the most effective ways to encourage sustainable consumer behavior. And they add that examples such as telling diners at a buffet  that the rule was not to have too much at once (and that it was okay to come back for seconds) reduced food waste by 20.5%. However, sometimes social motivators can backfire.