As you know, there is a huge gap between saying and doing when it comes to sustainable consumption habits (well, when it comes to habits in general). Most of us say we would like to be careful about what we buy, perhaps minimizing waste and the use of single-use plastic bag, or supporting only companies that show care and respect for the environment. Many of us say we are willing to pay more for sustainable products. Many of us say. But the data and facts have been painting a very different picture for years.
Surveys also compared consumers’ (self-declared) values with their action. The gap is significant. While 40% said it is important to them that the products they buy are produced in a way that has a low impact on the environment, only 22% said they have actually made a conscious decision to try to buy sustainable products in the last month.
Obviously, to push for a real change in the choices of companies, it is essential to bridge this gap between intention and action.
The good news is that academic research has identified ways in which both individuals and companies can influence people to make more sustainable choices.
Here are three of the main conclusions.
The behavior of friends, family and neighbors is one of the main factors that determine our actions. When you know that others are striving to buy sustainable products, most likely you would do the same.
It is often said that human beings are creatures of habit. So, once people develop sustainable patterns of behavior, these are likely to remain part of their shopping habits. Companies can push this with simple actions, such as making their most sustainable products their main selling option.
People tend to act in a manner that brings them a sense of satisfaction. Therefore, it is essential to help them in feeling a sense of pride in their decisions and in perceiving that their conduct can contribute positively to the future.
What do you think about it? Would you agree on the main conclusions of the surveys?
You can find more on environment in my blog crisbiecoach.
And please sign up for Wise&Shine so you don’t miss out any posts!