Everyone takes a free green grocery bag, but how do you lure stressed-out consumers and businesses to walk the green walk more consistently? Marketing students look for levers of changeONE DAY LAST YEAR, marketing Professor Baba Shiv stood outside a Trader Joe’s near Stanford for more than an hour approaching shoppers who were leaving the store with reusable grocery bags. He gave them his business card and asked if he could call them later.
These shoppers were trying to do their part to solve a big problem: Each year, retailers pay billions of dollars to supply customers with plastic bags that are littering the planet, killing marine life, and poisoning our food chain. Paper sacks also have costs, both monetary and environmental.
But when Shiv called the shoppers later and asked if they had brought the bags with them on their next shopping trip, almost all of them said no. They knew they should have, but they forgot. Did they buy additional reusable bags? No, they went back to single-use bags.
“When people have already paid for being green but they forget next time, they’re not willing to invest more in their behavior,” Shiv said.
Shiv carried out this informal research to prepare for a week-long seminar on green marketing that he taught last September with colleague Sridhar Narayanan, assistant professor of marketing. Shiv does research on consumer decision making and decision neuroscience, especially the role of emotion in decisions. Narayanan’s research focuses on empirical analysis of marketing problems. The course was one of several seminars offered to second-year MBA students at the beginning of the school year. The short, intense seminars let both students and faculty members explore topics that aren’t part of the traditional MBA curriculum.
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