If you examine the vast amount of research on sustainability and the environment, you may see the same five conclusions we have:
1. between 80 and 90% of consumers say they care about the environment, with 50%+ expressing they are seriously concerned
2. consumers will not spend extra money for green products
3. they need positive reinforcement through messaging to purchase these products
4. consumers require personal psychological benefits to act, not just environmental benefits
5. they demand transparency and accountability for green products and messages
These conclusions provide general rules of thumb that most companies know by now. However, this work was completed with the assumption that understanding benefits will drive consumer action. Well, it hasn't. After 20+ years of research in the benefit area, we need to take a step back and change our perspective. The problem is not about individual products. . . the problem is immersed in our culture, one that has been defined by our individual behaviors and desires for "stuff," items that have become cultural symbols we use to define how we want others to perceive us.
Until we change the way we try to understand sustainable decisions, and how to turn consumer attitudes into action, we will never make the positive impact we all hope to have on our planet.
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