Recently the thought of living green has grown to be a very well-known topic in the media. The green community of the economy is going to be creating many cutting edge jobs for people and new, green energy sources are being investigated to replace old non-renewable fuels. However, what becomes productive or not in the brand-new Green Economy will be decided by consumers. So the big question we must examine is why are people deciding to live green?
I’ve often pondered why people might actually do this. Well, I imagined that most people which go green probably do so simply because they realize the effect we are having on the environment. Perhaps an additional possibility is that there are consumers who love the cutting edge of new green technologies. Another factor is that people prefer to save money, despite the initial high cost of going green.
Nevertheless, even though they are almost all sound reasons, in an write-up in the Wall Street Journal says that some basic research was done to figure out what the trigger is to living green and it was none of the answers above. The real rationale that gets people motivated to go eco-friendly is peer pressure. That’s all you will find, merely plain old peer pressure. The research could have been done at Carmel Hotels or just as easily at Lake Buena Vista Hotels or any other lodging facility for that matter. The location is somewhat immaterial.
There was an experiment done where to placards were placed in the hotel bathrooms. Both placards prompted guests to reuse the towels instead of having it sent for cleaning. One of the placards exclaimed “Demonstrate your respect for nature”. The additional one said “Join your fellow visitors in helping to save the environment”. Overall 75% of people did participate in the towel reusing program, which is a reasonable amount in itself. As you will have guessed, most individuals reused their towels when perusing the second placard that said their fellow guests were doing it as well. In a follow up test, the second card was modified to read “75% of guests making use of this room reused their shower towels”. The outcomes were more desirable than the first.
As you can see, like life itself, peer pressure performs very well in this circumstance. It seems as if just saying that one can help to save the environment is not enough but to say everyone is doing it will probably cause people to make a change.
This tiny experiment can help organizations decide how they will begin marketing their green products. Peer pressure invokes a sense of guilt in people to a point that everyday people will make a change. So the best option to market a green product is to make the consumer feel guilty for not doing it. Organizations will try to pull off a little something similar to the hotel experiment.
It was a bit of a shock when I found out what the results were of that hotel experiment. Interestingly, when you really ponder over it, it’s not surprising by any means. I guess that individuals don’t want to feel forgotten by of the crowd and find it less difficult to follow the fads than to think for themselves.
That’s it, the real reason why most people would certainly want to live green. While you can find people going green for real reasons, it’s a bit shocking that most would do it as a consequence of peer pressure.