Living Green: Precisely Why Do Men And Women Do It? - By: Marcus Wilson

Recently the concept of living green has grown to be a very well-known topic in the media. Industries that focus on environmentally safe products can provide new jobs and develop new energy natural resources to replace fossil fuels.

But what precisely will flourish in the Green Economy can only be determined by consumers reaction to them.
So the big question we need to examine is why are people deciding to live green?

The issue is something I ask my own self and I try to ascertain people's frame of mind. I figured that one of the key factors for many people to live green is to protect the environment.

Or perhaps because they are interested in the new green solutions.

The third rationale I came up with was saving cash, but in most cases going green can cost more (at least to start with).

Nonetheless, even though they are all sound reasons, in an article in the Wall Street Journal says that some research was done to determine what the trigger is to living green and it was none of the answers above. The actual answer is basically pressure from peers.

Yes that's accurate, traditional peer pressure.

There was an experiment performed where to placards were located in the hotel bathrooms. Both placards prompted guests to reuse the towels instead of having it sent for cleaning. One of the placards said "Exhibit your respect for mother nature".

The other one said "Join your fellow guests in helping to spare the environment". The end result was 75% of the attendees did reuse the towel rather than having it cleaned the next day.

But the card that obtained the best results was the 2nd card stating to work with the other guests. In a follow up analysis the placards were changed slightly and the second one now read "75% of guests using this hotel room reused their towels". The updated placard received better results than the original.

So as you can see peer pressure worked in this situation, just as it really works in most situations in everyday life. Telling most people that others are carrying out something rather than just telling them to save the planet is more effective at getting people to be green.

This little experiment can help companies decide how they will start marketing their green products and solutions. Peer pressure invokes a sense of guilt in people to a point that individuals will make a change. As a result these companies must make people actually feel somewhat in the wrong to try and sell their products.

It's quite likely that companies will use a similar tactic completed in the experiment.

Over-all I was surprised at the research project and its results. But when I truly look at it, it really not all that suprising. I guess men and women psychologically conform to what others do because it may be easier or we simply don't want to be viewed as different.

So that is certainly the real reason people want to go green. While you can find people going green for genuine reasons, it's a bit shocking that most would do it as a consequence of peer pressure.

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