I think this is more the case when the messaging is that people must lower their standard of living. The desire of people to maximise their level of comfort and convenience is difficult/impossible to counter.
But if the messaging is that people can increase their standard of living but do so in a way that has neutral or positive environmental effects, that will be far more persuasive.
This has been the key to Tesla's initial success, and is also the key to roof-mounted domestic solar panels in many cases: they position environmentally-beneficial purchases/investments as luxury and/or fashion items.
But if the messaging is that people can increase their standard of living but do so in a way that has neutral or positive environmental effects, that will be far more persuasive.
This has been the key to Tesla's initial success, and is also the key to roof-mounted domestic solar panels in many cases: they position environmentally-beneficial purchases/investments as luxury and/or fashion items.