THERE IS A rising tide of green consciousness which means people are at the point where they are ready to be tipped into behaviour change. Research shows that in the UK alone there are about 40 million people who are ready to adopt a sustainable lifestyle. But the problem is that there is a gap between their intention and their action.
In a way, this gap can be seen as a failure of ‘green marketing’. There has been a conspicuous lack of rigorous thinking about how to connect with people and get them to change their behaviour. The campaigns seem to be either too preachy or too complicated.
So, ...
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