Freakalytics^™

Download the full paper by Eileen McDaniel, Ph.D., “A Practical Framework for Green Policy Decision-Makers: Maximizing Sustainability by Incorporating Consumer Behavior and Environmental Expert Opinion” (PDF.)

Executive Summary
Which “green” activities are consumers performing in their everyday lives?  Activities that-
•    Save them money?
•    Are easy to do?
•    Are the most beneficial to the environment?
•    Some combination of the three?

By combining insights from a recent survey of consumer behavior with expert opinion on green activities I found that:
•    Activities that experts rank as the most beneficial for the environment are not always performed frequently by consumers.
•    Economic benefit to the consumer is a stronger predictor of frequently-performed activities than environmental benefit.
•    However, convenience to the consumer is the best predictor of green behavior!

Decision-makers for sustainability programs can tailor this method to their particular location by:
•    Compiling a list of green activities specific to their region.
•    Surveying local consumers and experts.
•    Altering which dimensions are included in assessing the importance of various green activities.

“Newcomer” communities can maximize the impact of launching their green programs by:
•    Prioritizing activities that are convenient and economical for the consumer.
•    Motivating consumers with educational programs and incentives.
•    Waiting until the environmental program has gotten off the ground before encouraging activities that are low in convenience and economic benefit- unless they can be financially subsidized.

Newcomer Communities