Personal Stories May Help Influence Environmental Behaviours, U of G Researcher Finds
When it comes to motivating consumers to make environmentally responsible choices, a moving story might be more persuasive than scientific facts.
A University of Guelph researcher has found that consumers are willing to pay more for “green” gardening products after reading a personal story about the importance of protecting the environment than are consumers who have read only scientific facts about environmental damage caused by water runoff.