11 Nov '11, 12pm

Accelerating the Glacial Pace of Consumer Behavior Change

Accelerating the Glacial Pace of Consumer Behavior Change

Americans Understand More but Expect Less: About 70 percent of Americans now say that they know what's good and bad for the environment (hooray!). That's a 20-point increase since 1995. We all know that knowledge alone doesn't lead to change, but in this case, increased knowledge has actually dampened individuals' perceived role in being part of the solution (sigh). Americans now are more likely to say they can't do a lot to help the environment, flocking to the middle statement – I can do a little. Change is Happening: Compared with 1990, twice as many Americans now recycle (58 percent), buy green products (29 percent) and use environmentally friendly transportation. When asked why they had changed their behaviors, most said it was for the money or financial incentives (a potential conundrum) and that social influence from their friends and family played an important but ...

Full article: http://www.greenbiz.com/blog/2011/11/11/accelerating-glac...

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