Inspiring Green Consumer Choices: Leverage Neuroscience to Reshape Marketplace Behavior

Consumers often express a desire to help end climate change through sustainable behaviors, but there is a gap between their intention and behavior. Inspiring Green Consumer Choices explains that marketplace behavior is not always rational and is often influenced by mental shortcuts, situational cues, and implicit emotional responses. The book outlines techniques such as psychological framing, design of choice architectures, and pricing strategy to disrupt habits and promote sustainable behavior, and the role of legislative policy and changing social norms in accelerating and sustaining behavior change.

Format: Paperback / softback
Length: 232 pages
Publication date: 03 September 2021
Publisher: Kogan Page Ltd

Shape the consumer's mindset using insights from neuroscience to trigger purchasing behavior that maps to their intention to buy sustainable products and services.

While many consumers profess a desire to help end climate change by engaging in more sustainable behaviors, consumer behavior experts note the "say-do" gap between expressed intention and behavior. How do we explain this? What, if anything, can consumers be encouraged to do to close this gap and purchase sustainable products and services? Inspiring Green Consumer Choices explains the factors that underlie the discrepancy between consumers' expressed preferences and their incongruous behavior in the marketplace. Drawing from advances in neuroscience, behavioral economics and experimental psychology, the author reveals how marketplace behavior is not always rational.

Instead it is frequently the product of mental shortcuts, triggered by situational cues and colored by implicit emotional responses. In making purchasing decisions, routine consumer behavior is governed less by intention than by mental habits and unconscious response biases. These tendencies are difficult (but not impossible) to change.

Inspiring Green Consumer Choices outlines how techniques such as psychological framing, design of choice architectures and pricing strategy can be used to disrupt habits and promote sustainable behavior. The author also addresses the role that legislative policy and changing social norms can play in accelerating and sustaining behavior change. Illustrated with case studies and filled with best practices, Inspiring Green Consumer Choices helps marketers understand how consumers make purchase decisions in order to shift consumption choices towards a more sustainable future.

Weight: 360g
Dimension: 156 x 233 x 18 (mm)
ISBN-13: 9781398601000