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sustainable behavior change<\/a> if one is not informed about the problem\u201d. Illustrating why and how the desired behavior is sustainable is necessary to combat misinformation and motivate long-term behavioral change. This can be employed via \u201ceco-labeling\u201d: labeling products with \u201cattention grabbing, easily understandable, and consistent\u201d taglines that promote sustainable behaviors and products. Additionally, the researchers propose framing the information in the most affective way. They state that \u201cconsumers care more about future losses than about future gains\u201d and therefore the information should be framed under potential losses, such as energy costs, as opposed to potential gains, such as energy savings.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The final strategy\nis appealing to the concept of tangibility. Climate change is a temporal\nproblem, and the outcomes of sustainable behavior are abstract\u2014unrelated to the\nself. Furthermore, environmental outcomes are difficult to measure and slow in\nnature, which makes the problem feel far off. A way to circumvent this unique\nissue is to localize the impacts of sustainable behavior, reducing the\nimmediate consequences to a given city, neighborhood, or region. This will make\nthe issue more personalized and motivate the consumer to engage in sustainable\nbehavior. Another method to make climate change more tangible is to emphasize\npersonal experiences with the impacts. This could mean referencing personalized\nissues, such as extreme weather events, the amount of litter on your street, or\nthe cost of gas.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:quote -->\n<blockquote class=\"wp-block-quote\"><p> [Climate change] is such a large and complex issue that it needs to be tackled from multiple angles \u2013 political, business, individual consumers, etc. <\/p><p><\/p><cite>Katherine White, lead author of \"How to SHIFT Consumer Behaviors to Be More Sustainable: A Literature Review and Guiding Framework\"<\/cite><\/blockquote>\n<!-- \/wp:quote -->\n\n<!-- wp:paragraph -->\n<p>Individual behavior is just one facet of the monumental crisis of climate change, is a global shift in behavior ultimately going to make a difference? I asked Katherine White, one of the authors of \u201cSHIFT,\u201d to comment on the role of individual behavior versus the factors that are out of the average person\u2019s control. She stated, \u201cThis is such a large and complex issue that it needs to be tackled from multiple angles \u2013 political, business, individual consumers, etc.\u201d Furthermore, I asked to what role do marketers have in the fight against climate change? Katherine White argued that marketers and business \u201cshould consider the consequences of what types of behaviors they are encouraging\u201d and they should promote \u201cproducts with more circular lifecycles.\u201d While individual behavior is only a part of the issue, it is necessary that marketers, business owners, and consumers take responsibility to promote positive sustainability.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>So, what\u2019s the end\nto the fish story? Do the fish continue to live out their days completely\nignorant of the water? Probably. It is impossible to be fully conscious of the\nwater 100% of the time, even if you are peripherally aware of it. The sad truth\nis that our behavior is not always driven by rationality; it is inevitable that\nwe will fall back on our monkey-brained default setting. This is why we need to\nbe checked and leveraged psychologically as consumers. It is simply too easy to\nbuy a cup of coffee instead of making it at home, or to drive instead of taking\nthe train, or to take a long shower, etc. However, this also means that it is\npossible to make it just as easy to do the opposite and engage in sustainable\nbehavior; it just has to be encouraged and psychologically leveraged by\npolicies, positive business practices, and society.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>Works\nCited<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Best English\nSpeeches (2019), \u201cLearn English | David Foster Wallace, \u2018This is Water\u2019\u201d (with\nBIG Subtitles) [Video file]. Retrieved from <a href=https://www.ama.org/"https:////www.youtube.com//watch?v=ms2BvRbjOYo\%22>https:\/\/www.youtube.com\/watch?v=ms2BvRbjOYo<\/a><\/p>\n

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