Green living is at present a very popular issue as it's always mentioned in the media. Elements of the economy and industry which are focused on being green can help to create new jobs and find new alternatives to fossil fuels. However, what becomes effective or not in the new Green Economy will be determined by consumers. So the large question we need to examine is why are people opting to live green?(View Related Post:
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The question is something I ask my own self and I try to figure out people's mindset. The obvious rationale is that many people who attempt to live green are stressed about saving the environment. Perhaps an additional possibility is that there are people who love the cutting edge of modern green technologies. A third legitimate reason is that people believe that money can be saved by going green although that there is an initial cost to do it.
In spite of what seem like common sense explanations, the truth is quite different as outlined by a Wall Street Journal article. They point out that the biggest stimulating factor for people becoming environmentally friendly is simply peer pressure. Just good old fashioned peer pressure will get most people to go natural. Recently an experience was carried out where two placards were put into resort bathrooms. The two placards kindly requested that guests reuse the towels a lot more than one day. One of the placards stated "Show your respect for the great outdoors". The subsequent placard had as a statement "Join your fellow visitors in helping to save the environment." It proved that 75% of guests did follow the petition to reuse the bathroom towels. As you might have guessed, most people reused their towels when reading the second placard that said their fellow guests were doing it also. In a follow up test, the second card was adjusted to read "75% of guests using this room reused their shower towels". The modified placard received better returns than the original.
Clearly, like life itself, peer pressure performs very well in this circumstance. Getting people to feel left out as opposed to stating the benefits of going green is far more effective. The study and its effects give good insight on how companies should approach their merchandising efforts. Peer pressure sparks a sense of shame in people to a point that everyday people will take action. So it would seem that companies should target their marketing on making people feel accountable if they don't go green. Organizations will try to pull off a little something similar to the resort experiment. I was really suprised at exactly what the results of the study confirmed. However after mulling over them they did not really amaze me as much. I guess that people don't want to feel overlooked by of the crowd and find it less complicated to follow the general trends than to think for themselves.
That's it, the real reason why many people might want to live green. No doubt people go green for the different reasons I mentioned, nonetheless it's somewhat surprising to see lots go green due to peer pressure.
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