By The Conversation
Most people want to be sustainable, but have a hard time taking the necessary actions.
According to Nielsen, a data analytics company, sustainability is the latest consumer trend. Their research shows chocolate, coffee and bath products with sustainability claims grew much faster than their traditional counterparts. Yet only 0.2 per cent of chocolates and 0.4 per cent of coffees have environmental claims.
How can we translate this consumer sustainability buzz into actual action? To find out, our group reviewed 320 academic articles in the top consumer behaviour journals and identified five routes to shift consumers towards sustainable choices: social influence, habits, individual self, feelings and cognitions, and tangibility. Together, these make a handy acronym, SHIFT.
Social influence
Humans are social animals and will follow the actions of others, especially on ethical issues. When people learn they are using more energy than their neighbours, they decrease their energy usage.
But what if the sustainable behaviour has yet to be established? For example, how does one convince people to install solar panels if no one in their neighbourhood is doing it? A “brand ambassador” can be invaluable. Solar advocates who had installed solar panels in their own homes were able to recruit 63 per cent more residents to purchase and install solar panels.
