|
Ways to shift consumers towards sustainable behavior 让顾客养成可持续性行为的方法 Social influence 社会影响 Humans are social animals and will follow the actions of others, especially on ethical issues. When people learn they are using more energy than their neighbours, they decrease their energy usage. But what if the sustainable behavior has yet to be established? For example, how does one convince people to install solar panels if no one in their neighbourhood is doing it? A "brand ambassador" can be invaluable. Solar advocates who had installed solar panels in their own homes were able to recruit 63 per cent more residents to purchase and install solar panels. 人类是社交动物，会模仿他人的行为，在道德问题方面更是如此。当一个人得知自己的能源消耗高于邻居时，他会减少能源使用。但如果可持续行为尚未养成呢？比如说，如果整个社区都没有安装太阳能电池板，我们该如何劝这些人安装呢？这时候，“品牌形象大使”的重要性开始凸显。自家已安装太阳能电池板的倡导者可说服63%的居民购买并安装太阳能电池板。 For ethical behaviors, learning about the behaviors of others can be motivating. In one example, when business students on a college campus heard that computer science students were better at composting and recycling, they more than doubled their efforts. | 
