Sustainable Choices: How Consumer Behavior Can Drive Environmental Change?

★​ Motion:
●​ Consumer: a person who uses goods and services
●​ Consumer behavior: The behaviors, choices, and cognitive decisions that people make
when purchasing, utilizing, and discarding goods or services are referred to as consumer
behavior.
●​ Environmental change: Environmental change refers to shifts or alterations in the natural
world, including climate, ecosystems, and natural resources, caused by natural or
human activities.
★​ Specialized terms, that can be used:
●​ overconsumption: refers to the excessive use of resources beyond what's necessary. It’s
a key aspect of consumerism, a societal and economic system that encourages the
acquisition of goods and services.
●​ Scarcity: is a major effect of overconsumption. Scarcity is the fundamental economic
problem of having seemingly unlimited wants in a world with limited resources.

★​ General facts
●​ This generation has seen some of the worst environmental changes ever. Including
climate change, immense deforestation, forest fires, etc, which are mostly caused by
anthropogenic activities, as opposed to some minimal natural circumstances.
-​ Statistics show that from 1990 to 2023, the total warming effect from greenhouse
gases added by humans to the Earth's atmosphere increased by 51 percent.
-​ Truly alarming stats, requires a call to action. These statistics are critical i

★​ How can consumer behavior positively drive environmental change?

●​ Consumer behavior is a general term that can have positive and negative repercussions
for the environment. Today, I plan to present some major consumer decisions we, as
individuals impacting the environment, can make to mitigate some of the severe
consequences already cast upon our surroundings.

1.​ sustainable, eco-friendly options over conventional, resource-intensive ones:

●​ Sustainable products have a much lower life‐cycle carbon footprint (the total amount of
greenhouse gases (including carbon dioxide and methane) that are generated by our
actions), much lower than materialistic items.
●​ Sustainable products are manufactured with toxic chemicals, harmful additives, etc that
affect the environment.
●​ Yes, they are generally much more expensive, but they often provide long-term savings
through durability, energy efficiency, and lower maintenance expenses.
-​ According to a recent study conducted in 2023, researchers have found that 90%
of Gen Z members reported making changes in their daily lives to live more
sustainably, reflecting their commitment to a more sustainable lifestyle.
●​ Moreover, research conducted by the HBR (Harvard Business Review) concluded that
not only that sustainability stand out as a critical driver of intent (when it came to
 purchasing goods), but that there was an important generational effect. Compared to
elder customers, younger consumers’ trust in brands — and their resulting purchasing
behavior — is much more strongly influenced by the brands’ positive intent of
sustainability.
-​ These statistics are accumulated together not only to support the idea of switching to
bio-degradable materials but also to bring to your attention how much our generation is
taking into account the effects of sustainability. And if they are, shouldn’t we too?

2.​ Supporting green brands;

●​ In this fast-paced generation, we have encountered and witnessed diversity,
opportunities, and innovation. Which are all incorporated into supporting green brands.
-​ Green brands are stores or brands that are environmentally conscious and committed to
sustainable practices. Some examples of these brands are Patagonia, Green Toys,
Wipro EcoEnergy, Thinkx, etc. Each of these brands has one thing in common; their idea
is to manufacture general, day-to-day things, however by using non-toxic and
biodegradable materials that accentuate a user's experience.
●​ Supporting such brands, not only allows you to cut back on your carbon footprint, and be
more environmentally conscious but also to encourage and spread the message of
sustainable practices.
●​ Another way you can support green brands or the environment as a whole is by
participating in multiple eco-friendly initiatives, presented by different companies.
Nowadays, many fast-fashion brands, offer discounts on their garments, if customers
give them their old clothes to recycle. Many brands like H&M, Zara, and Lifestyle have
started implementing such measures in Chennai itself.
-​ This is a great way, not only to support eco-friendly practices and organizations, but also
to minimize dumping your old clothes, without opportunities of recycling or donating.

3.​ Using public transportation, or switching to EVs;

●​ Transportation is one of the biggest contributors to air pollution and climate change, with
a typical passenger vehicle emitting about 4.6 metric tons of carbon dioxide per year.
●​ So another alternative, that we as consumers can make to positively impact
environmental change, is to switch to electric vehicles or use public transportation.
Since, electrical vehicles are more costly than petrol vehicles, generally, families that
receive a lower income than most, are more suited to use public transportation or walk to
their destination.
●​ Nevertheless, each of these choices has numerous benefits, including;
-​ Lower carbon emissions per person compared to individual cars.
-​ Less traffic congestion refers to the hindrance or “traffic jam” caused on roads, streets,
etc leading to shorter travel times.
-​ Reduced fuel consumption,
-​ Electric vehicles (EVs) produce zero tailpipe emissions and use renewable energy when
charged with solar or wind power.
-​ Walking cycling, or other eco-friendly methods; produce zero emissions and improves
health.
4.​ Plant trees;
●​ Planting trees is one of the most effective ways to combat climate change, improve air
quality, and support biodiversity. Trees provide countless benefits to the environment,
wildlife, and even human well-being.
●​ Trees Help Fight Climate Change: Trees absorb carbon dioxide (CO₂) from the air,
reducing greenhouse gases that cause global warming.
●​ A single mature tree can absorb up to 22 kg of CO₂ per year and store around 1 ton of
CO₂ over its lifetime.
●​ Large-scale tree planting can offset carbon emissions from industries, transportation,
and daily human activities.
●​ Trees Improve Air Quality: trees filter pollutants like dust, smoke, and harmful gases
(e.g., nitrogen dioxide, sulfur dioxide).
-​ They release oxygen, making the air cleaner and fresher.
-​ Urban trees can reduce heat and pollution levels in cities, improving public
health.

★​ What gets people to act more sustainability?

●​ Now, I’ll explore what ways or external customer behaviors or measures we can take to
act more sustainability, or positively drive environmental change. Multiple aspects
explore the key factors that effectively motivate individuals to adopt eco-friendly
behaviors. Magnus Bergquist is an associate professor of psychology at the University of
Gothenburg in Sweden. His research focuses on how to persuade people to adopt more
eco-friendly behavior. In a recent study reviewing studies in his area, Bergquist homed in
on the influence of others. The piece outlines that:
●​ Role Models Inspire Change:
-​ Seeing influential figures or peers practicing sustainable habits encourages others to
follow suit.
●​ Social Norms and Peer Pressure:
-​ When sustainable behaviors become the norm within a community, people feel a social
push to conform and make greener choices.
●​ Incentives and Rewards:
-​ Tangible rewards–whether financial, recognition-based, or otherwise—can significantly
boost people’s willingness to change their behavior toward a more sustainable lifestyle.
●​ Overall, the article emphasizes that while information and education are important, the
strongest drivers for sustainable action are the social influences and direct incentives
that make eco-friendly choices both appealing and normative
★​ Conclusion;
●​ ​In conclusion, individual consumer choices play a pivotal role in driving environmental
sustainability. By opting for eco-friendly products, supporting green brands, utilizing
public transportation, and engaging in activities like tree planting, we can collectively
mitigate the adverse effects on our environment. Moreover, fostering a culture where
sustainable practices are the norm—through role modeling, social influence, and
incentives—can further amplify positive environmental change. Embracing these
 behaviors not only benefits the planet but also sets a precedent for future generations to
prioritize sustainability in their daily lives.

★​ Rebuttals;