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...