With the increasing impact of climate change, many consumers express interest in sustainable products and choices. However, in reality, not all consumers adopt sustainable behaviors. The literature on sustainable consumption suggests five psychological pathways to encourage consumers to become more sustainable: social influence, habit formation, individual self, emotions and cognition, and tangibility (White et al., 2019).

• Consumers' beliefs and thoughts about climate change are influenced by others. Therefore, utilizing social norms in environmental campaigns can be a powerful way to encourage them to engage in sustainable behavior.
• Making the sustainable option the default choice is the most effective way to help consumers establish sustainable habits.
• Connecting everyday products to consumers' identities can increase recycling of such products, as consumers are more likely to care about products linked to their identity.
• Emotions play a significant role in shaping consumers' engagement in sustainable behavior. Creating campaigns that evoke sadness can have an impact, although the emotional effect may fade quickly.
• Finally, we should ensure that the outcomes of sustainable behavior are tangible.
  
  

2023-09-27