Firms make much noise about their environmental credentials. Huge sums are spent on producing reports and policies on sustainability, carbon footprints and recycling. It is easy to be cynical and see this as merely an attempt to create competitive advantage or at least to keep up with market and customer expectations, rather than a deep seated commitment to environmentalism. However, at least it appears that firms are taking the issue seriously and investing time and energy into the process of becoming exemplary global citizens.
Where, however, is the incentive for consumers to be environmentally aware and sustainable? In theory, I would like to minimise my carbon footprint and to care for my environment. In practice, the decision on what I end up doing is often a balance between my nagging conscience and the economic reality of spending significantly more to assuage my guilt. If I am honest my moral compass is normally put away in its case as I just seek to maximise my economic utility.
