There is a big gap between what most customers say about sustainability and whether they actually purchase sustainable products—much less pay a premium for them. But if companies are to achieve their sustainability goals, they must drive green choices into the mainstream. We have identified eight key barriers to sustainable choices that span industries and markets. Overcoming these impediments requires a deep understanding of customer needs that drive choices—and the degree to which customers perceive sustainable products as delivering emotional and functional needs. Although overcoming engrained habits is hard and social conformity works to preserve old patterns of conduct, we have defined a four-part framework that companies can use to nudge customer behavior toward sustainable choices and attract mainstream adoption of green options.
Overcoming barriers to make green mainstream
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