Everyone Else is Doing It - B. Simpson
Professor Bonnie Simpson has recently been featured on the Network for Business Sustainability website.
Consumers are increasingly aware of the harmful effects of throwaway culture, but this is yet to translate to sustainable buying decisions. So how can marketers more effectively promote sustainable decision-making? Tell your audience about the sustainable actions of others.
Katherine White (Simon Fraser University) and Bonnie Simpson (formerly at University of Calgary, now faculty of Consumer Behavior, DAN Management and Organizational Studies, Western) investigated strategies to effectively persuade consumers to behave more sustainably. Researchers conducted four studies, using a combination of questionnaires, laboratory tests and in situ-behavioural observations. Studies were conducted on 676 households and over 600 individuals...