Key learning for green marketers:
Shared values predict behavior. Atran et. al. demonstrated that beliefs predict human impact on plants (deforestation) among the three groups studied. Each group varied considerably in its propensity to practice sustainable forestry: simply put, the Itza sustained their land, the Q’eqchi did not and the Ladinos were somewhere in the middle. Atran et. al. demonstrated that beliefs (e.g., ecological centrality of plants, value of plants for cash, wood or shelter, etc.) were highly correlated with human impact.
Shared values create a contextual framework for decision making. People with shared values and beliefs tend to have similar contextual frameworks (mental models) that result in similar decisions being made – even when confronted with new or unfamiliar stimuli. Environmental decision-making is no different.
Religion motivates behaviors, and may even override economic self-interests. The Itza’ are a religious people and the belief in forest spirits is strong, especially among the men. Such beliefs are powerful motivating factors which dictate behaviors (which animals and plants to protect, etc.) in order to placate spirits or win their favor. While a delicate subject for marketers, religion can be a powerful motivating force for certain target segments.
Education is critical to shaping/evolving beliefs. People do not appreciate or value what they do not understand. In this study, for example, the Ladinos were learning sustainable practices from the Itza’s, which resulted in measurable improvements in forest sustainability over time.
Influencers matter. Trusted expert do shape beliefs and influence behavior. Yet, people have to be receptive to the message. Atran et al, found that the more overlap between expert and social networks, the greater the influence exerted (in this case knowledge transferred regarding sustainable practices).
