Researchers say that consumers respond to information about their peers' green behaviors for three reasons. First, it sets a bar. Most Americans have no idea how much energy is “appropriate” to use. Second, it brings out consumers’ competitive spirit. They want to win by being the one who cuts consumption the most. Finally, it taps into good old peer pressure. Nobody wants to be the loner not joining the group.
These findings can help us bridge the gulf between green attitudes---the vast majority of Americans think we should all be living more sustainably---and green behaviors---where most consumers admit they fall short.
We should think about...
- How can we use peer pressure to incent our customers and consumers to live more sustainably?
- How can we create friendly competition within our organization to drive adoption of more green behaviors?