Description
Part I
Read the following paper and answer two questions in your own language.
Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008), “A room with a viewpoint: Using social norms to motivate environmental conservation in hotels.” Journal of consumer Research, 35(3), 472-482.
Based on the article, how might social norms influence environmental conservation? Based on the article, how might managers utilize such knowledge to promote environmental conservation?
Part II
Please think about another win-win method that can motivate sustainable behaviors. This method should increase sustainable behaviors on the consumers’ side, and at the same time does not have negative influence on companies’ benefits (may even have positive influence, e.g., improve companies’ reputation). Please detail your recommendation, including the specific type of sustainable behaviors you are interested in, the activities that can be designed by marketers, and why you think the method may work.
