Artz, Nancy, and Peter Cooke. "Using E-Mail Listservs to Promote Environmentally Sustainable Behaviors." Journal of Marketing Communications 13, no. 4 (December 2007): 257-276.
This study and article expand on the idea that while people are concerned about the environment, their actions do not match their words. The author finds that people aren’t willing to pay a premium to live a more sustainable lifestyle, for the most part, unless there’s something in it for them. He conducts an email campaign where he solicits commitment from co-workers on four different levels of sustainable behavior: 1) checking tire pressure on car, 2) purchase and install one energy efficient light bulb, 3) assessing refrigerator efficiency and 4) purchasing green power (power that is generated in a sustainable manner, i.e. wind and water). Green power was the only option where people had no return on their investment, and was understandably the least participated in activity. This study found that email is a possible avenue for persuading people to make a change in their behavior. Keep in mind that this study was done within a group of co-workers, so the idea that small business owners can champion a social change within their organization is not completely impossible.
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