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...