Creating Green Consumers

“Studies dating back at least three decades clearly show the power of social norms. We tend to ascribe our actions to more high-minded motives, or to practical concerns about money. But at its core, our behavior often boils down to that old mantra: Monkey see, monkey do. Researchers are now learning how to harness that instinct to nudge us to go green. … Psychologists and behavioral economists are increasingly concluding that for the masses, a simpler, cheaper approach may be in order. It can include new laws and taxes, as in D.C., but it doesn’t have to. The magic ingredient: Peer pressure.”