Consumers will be willing to pay premium for a direct tangible benefit of a green product, if it reduces exposure to potentially hazardous chemicals at home
But why does human mind not think consciously and urgently about global warming, compared with, say, terrorism? Human psychology attempts to address the baffling puzzle. First, we, the social mammals, think about living beings and their evil designs; if global warming had been unleashed on us by a ruthless despot, we would have been more concerned. Second, if a violation fails to transgress moral boundaries, it may not put our brain on orange alert. No human society has moral rules about atmospheric chemistry. Global warming is bad. Yet it does not make us feel nauseated, angry, or disgraced. So we don’t feel compelled to react against it. Third, the threat in any case is still lurking somewhere in future. We get alarmed by clear and contemporary attack, not to something which is not even in our line of vision. Finally, a stimulus must break the threshold barrier in order to get noticed. The rate of change for environmental degradation is so gradual that it goes unnoticed; it fails to cross the threshold for the common man.
MAKE THEM GREEN INCLINED
But precisely due to this reason – because it fails to trip the brain’s alarm – global warming is a deadly threat. There is a need to address the problem through 6 A’s: Customer’s attention needs to be drawn towards the issue of environmental depredation; he has to be made aware about the problem and the possible solutions; he has to assimilate the details of what is at stake and what can be done to mitigate the situation; he must accept his roles and responsibilities in saving the planet; he must actually take action to do so; and, finally, he must adopt the green values to the extent that they are deeply embedded in the recess of his mind. Attention, awareness, assimilation, acceptance, action, and adoption together should produce green citizens.
Often customers lack the information that would enable them to make positive choice. Three things could help. One, knowing why I should care; two, I should get easy cues for making better choices; and, three I must have accessibility to a right decision as easily as a wrong one. If any of these components is missing from green marketing it will fail. In Netherlands, a night club, WATT, serves drinks in recyclable cups, while the toilets flush with rain water. And, power is generated for lighting the dance floor when dancers prance on it. A meter shows how much power is being generated, making revelers want to go even wilder. The visitors also get a ‘pee experience’ when they watch rain water from the roof travel through transparent pipes, which they flush.
This news surely needs something better than a smirk when we are told that there is a new Indian organic underwear brand containing extracts from the neem tree, basil leaves, and flecks of silver to keep the user safe from bacterial infection. The range of sexy (company’s usage, not ours!) panties are supposed to prevent wrinkling and clear all infections. SEWA has launched a high end, eco friendly collection of fashion garments, made from biodegradable material dyes, and organic cotton fabric.
Reva did not prove to be tempting enough for most Indians, despite its almost non-existent carbon footprint. Because Indians believe in more space for less money. Had its looks compensated for the lack of room, the car still would have perhaps caught the fancy of youth. In 2010, now, Reva NXR will be launched. It will be powered by a futuristic lithium-ion battery, which the company plans to recycle. This will on one hand reduce the cost of ownership and on the other it will increase the car’s eco friendliness. To add to the acceptance of an zero emission product the company has also provided for advanced telematics which will support remote diagnostics, healing, and even infuse a reserve amount of charging.
But why does human mind not think consciously and urgently about global warming, compared with, say, terrorism? Human psychology attempts to address the baffling puzzle. First, we, the social mammals, think about living beings and their evil designs; if global warming had been unleashed on us by a ruthless despot, we would have been more concerned. Second, if a violation fails to transgress moral boundaries, it may not put our brain on orange alert. No human society has moral rules about atmospheric chemistry. Global warming is bad. Yet it does not make us feel nauseated, angry, or disgraced. So we don’t feel compelled to react against it. Third, the threat in any case is still lurking somewhere in future. We get alarmed by clear and contemporary attack, not to something which is not even in our line of vision. Finally, a stimulus must break the threshold barrier in order to get noticed. The rate of change for environmental degradation is so gradual that it goes unnoticed; it fails to cross the threshold for the common man.
MAKE THEM GREEN INCLINED
But precisely due to this reason – because it fails to trip the brain’s alarm – global warming is a deadly threat. There is a need to address the problem through 6 A’s: Customer’s attention needs to be drawn towards the issue of environmental depredation; he has to be made aware about the problem and the possible solutions; he has to assimilate the details of what is at stake and what can be done to mitigate the situation; he must accept his roles and responsibilities in saving the planet; he must actually take action to do so; and, finally, he must adopt the green values to the extent that they are deeply embedded in the recess of his mind. Attention, awareness, assimilation, acceptance, action, and adoption together should produce green citizens.
Often customers lack the information that would enable them to make positive choice. Three things could help. One, knowing why I should care; two, I should get easy cues for making better choices; and, three I must have accessibility to a right decision as easily as a wrong one. If any of these components is missing from green marketing it will fail. In Netherlands, a night club, WATT, serves drinks in recyclable cups, while the toilets flush with rain water. And, power is generated for lighting the dance floor when dancers prance on it. A meter shows how much power is being generated, making revelers want to go even wilder. The visitors also get a ‘pee experience’ when they watch rain water from the roof travel through transparent pipes, which they flush.
This news surely needs something better than a smirk when we are told that there is a new Indian organic underwear brand containing extracts from the neem tree, basil leaves, and flecks of silver to keep the user safe from bacterial infection. The range of sexy (company’s usage, not ours!) panties are supposed to prevent wrinkling and clear all infections. SEWA has launched a high end, eco friendly collection of fashion garments, made from biodegradable material dyes, and organic cotton fabric.
Reva did not prove to be tempting enough for most Indians, despite its almost non-existent carbon footprint. Because Indians believe in more space for less money. Had its looks compensated for the lack of room, the car still would have perhaps caught the fancy of youth. In 2010, now, Reva NXR will be launched. It will be powered by a futuristic lithium-ion battery, which the company plans to recycle. This will on one hand reduce the cost of ownership and on the other it will increase the car’s eco friendliness. To add to the acceptance of an zero emission product the company has also provided for advanced telematics which will support remote diagnostics, healing, and even infuse a reserve amount of charging.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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