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The effortlessly green phenomenon with Dr Dafna Goor

Why customers prefer eco-friendly products in the morning and what that means for a more sustainable future

“I’ve always been interested in the idea of psychological entitlement. It’s not an area that has been widely researched within a marketing context and yet it impacts consumer behaviour quite a bit.”

“When people’s mental resources are depleted, they become more focused on themselves. They don’t have the mental energy to think about larger concerns.”

“The results by now are pretty robust. The more effort someone expends, the less likely they are to choose the green option.”

“It’s not about forcing people to do things they don’t want to do, but about how we can harness people’s purchasing power for the greater good.”

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