Guilt Fuels Green Revolution

Written by Pat's Papers | Monday, 18 October 2010 7:21 AM

There’s one key ingredient for getting customers to turn green says the Wall Street Journal: guilt. Those who observed a push to reform the public’s plastic bag consumption in Washington DC last year said it wasn’t the five-cent surcharge that sent the number of bags stores handed out plunging—it was the shame in having to ask for one. Research shows that the “everyone’s doing it” rationale is far more powerful than any other motivators. As one public official puts it: “It’s more important to get in [people’s] heads than in their pocketbooks.”

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