National Geographic/GlobeScan Consumer Greendex, a scientifically derived sustainable consumption index of actual consumer behavior and material lifestyles across 18 countries. We will continue to track the Greendex over time, including comparability across the selection of countries representing both the developed and developing world.
An exploration of consumers’ intentions to improve their habits in this year’s Greendex study also reveals that those in Latin America and India appear to be the most easily influenced to change when informed about their personal impact on the environment.
Results also show that consumers who already display behavior that is relatively sustainable and are told that their behavior is above average from an environmental point of view are more motivated to improve their behavior further than are consumers who display less sustainable habits. This suggests that positive reinforcement is likely a powerful tool for enabling behavior change among consumers.