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For Canadian researchers, reasons have more to do with image in the eyes of others than with environmental concerns

Researchers at Concordia University in Canada studied a complex problem: what makes people consume environmentally friendly products and services? Unfortunately, according to the study, the reason is not the fact that we care about the environment, but the concern with how we are perceived by others, which, in the age of selfies, It makes perfect sense.

The study identified the reasons that people are willing to spend a little more to be environmentally friendly. Basically, consumers who define themselves based on the perceptions of others are more susceptible to sustainable consumption, even if the price of these products is a little more expensive. Researchers say that this fact can be incredibly useful for encouraging consumption in cultures where social relationships are more centered on individuality.

The study's lead researcher, Onur Bodur, introduced the concept of "self-fulfilling prophecy effect". Basically, it makes people feel guilty about making consumption decisions that don't have approval in their social circle.

The study demonstrated how this effect can be used by merchants to increase preferences for environmentally friendly products. The researchers showed consumers two advertisements: one with a sustainability message and one neutral. From then on, it was asked if individuals would buy the products that were more environmentally friendly. Those who were exposed to sustainable advertising were more likely to consume the sustainable products when compared to those who were exposed to the neutral message.

The researchers enhanced the study by introducing a pair of “watching eyes” into the ads from an image of a face or a group that appeared to have eye contact with the consumer. This has increased the preference for consumption of sustainable products even more, according to Bodur.

The results of this study suggest that by introducing a predilection demand to an audience in a marketing campaign, sales of sustainable products would increase, helping to drive more environmentally beneficial behaviors.

However, in addition to the limitations of the research, it is necessary to be aware that these techniques could easily be used to greenwashing.