讓顧客養成可持續性行爲的方法
Ways to shift consumers towards sustainable behavior
讓顧客養成可持續性行爲的方法
Social influence
社會影響
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.
人類是社交動物，會模仿他人的行爲，在道德問題方面更是如此。當一個人得知自己的能源消耗高於鄰居時，他會減少能源使用。但如果可持續行爲尚未養成呢？比如說，如果整個社區都沒有安裝太陽能電池板，我們該如何勸這些人安裝呢？這時候，“品牌形象大使”的重要性開始凸顯。自家已安裝太陽能電池板的倡導者可說服63%的居民購買並安裝太陽能電池板。
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.
就道德行爲而言，人們會積極學習他人的行爲。比如，當商科學生聽說電腦科學專業的學生更擅長堆肥和回收時，他們會更加努力。
Habits
習慣
To build a new sustainable habit, one must first break bad habits. This is easiest when someone is experiencing big life changes, such as moving, getting married or starting a new job. In one study, people who had recently moved cut their car usage almost in half.
想要養成新的可持續習慣，必須改掉壞習慣。經歷重大的生活變化時，比如搬家、結婚或開始一份新工作，最容易養成新習慣。在一項研究中，剛經歷搬家的人士使用汽車的次數比以往減少了近一半。
To build new habits, it can be helpful to make the sustainable action easy to do, provide timely prompts, offer incentives to help get the new behavior started.
想要養成新習慣，想方法讓可持續行爲變得簡單是關鍵，比如及時提醒、設置獎勵措施，這些都有助於養成新習慣。
Individual self
個人
Sustainability can appear more attractive when the personal benefits such as health or product quality are highlighted. Emphasizing self-efficacy also works. When people know their actions matter, they make greener choices.
當健康或產品質量等個人利益得到提高時，可持續行爲似乎變得更有吸引力。強調自我效能也可以起到作用。當人們知道自己的行爲會帶來影響時，他們會做出更環保的選擇。
Self-consistency is also important. People like their words and actions to be consistent. Often one environmental commitment can snowball into other actions and changes over time. For example, someone who insulates their house to improve energy efficiency may be more likely to unplug electric devices when they leave for a vacation.
自我一致性也很重要。人們喜歡做到言行一致。通常，隨着時間的推移，一份環保承諾可能會轉變爲其他行動和改變。例如，爲了提高能源效率而給房屋安裝隔層的人更有可能在休假時給電子設備斷電。
Likewise, consumers expect companies to be consistent. In one study, when a hotel made visible environmental efforts (such as offering compostable toiletries) and asked guests to save energy, guests reduced their energy usage by 12 per cent. In the absence of visible efforts, the appeal appeared hypocritical and energy use increased.
同樣，消費者也希望公司能保持一致。在一項研究中，當一家酒店做出明顯的環保措施（如提供可堆肥洗漱用品）並要求客人節約能源時，客人的能源消耗降低了12%。而在沒有做出明顯舉措的情況下，這些倡議顯得十分虛僞，而能源消耗也在增加。
