Sustainable motivation. Food for thought

The paper will challenge UNEP's point of view, as verbalized by Havermans (2003), that the struggle to enhance environmental consciousness among consumers has been too much focussed on arousing their feelings of guilt.

Sustainable Motivation

Food for Thought

John Barzilay Innovation Management & Research Consultancy, Netherlands

INTRODUCTION

Rather than for consumers' governments, NGOs and other related organisations have been very successful in creating positive awareness for environmental issues among citizens. Effectively, their efforts were mainly directed to citizens in the public sector, and indeed these efforts were heavily geared to arousing feelings of guilt. Since within societies a feeling of guilt is one of the key drivers to conform to norms and values, this route to generate awareness should certainly not be abandoned. However, methods and research should be fixed upon the...

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