Abstract
This chapter takes a consumer perspective on the issue of climate change and outlines ways in which organizations can more effectively promote actions that reduce carbon emissions. We focus on five broad areas in which individual consumer actions can enact the greatest change - transportation, food, energy, waste disposal, and material purchases. We present the SHIFT framework, based on a review of over 300 academic articles, to show how five factors - Social Influence, Habit, Individual Self, Feelings and Cognition, and Tangibility – can be harnessed to move consumers to more climate-friendly behaviors. We also share how six different organizations have utilized these factors to create effective marketing strategies for climate-friendly behavior in each of the broad areas of change.
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