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This thesis describes overconsumption as a cause of climate change and environmental problems. It expands on the idea and definition of mindful consumption to include nine different consumer behaviors people can adopt to decrease their carbon footprint and harmful impacts on the environment. Research shows there is a value-action gap between what consumers value and their purchasing patterns. Therefore, this thesis demonstrates how to use the marketing tactic of social proof to change consumer behavior towards mindful consumption and close the valueaction gap. Following suggested approaches of organizations applying social proof messaging to the nine mindful consumption practices, two case studies of researchers studying the influence of social proof messaging are included. This thesis aims to inspire readers to care and take responsibility for their personal and organizational impacts on the environment by changing consumption patterns. Mindful Consumption | 2018 Gleba of 2 29 Introduction The biggest threat the human population faces today is climate change. Along with climate change, many different environmental problems come and have adverse effects on human health and longevity. The area of the ocean with at least 15% sea ice has come to an alltime low of about 11.9 million square kilometers. In 1980, the area of ocean with at least 15% sea ice was 15.8 million square kilometers (NSIDC Arctic News). Furthermore, more than one in five known mammals, over a quarter of reptiles, and 70% of plants are under threat in the ecosystem (Madgoff, 2011, p.18). There is a patch of litter in the Pacific Ocean estimated to be anywhere from 3,100 square miles to twice the size of Texas (Great Pacific Garbage Patch, National Geographic). Forest area on Earth has been declining since 1990 (WorldBank). Moreover, the United Nations Food and Agriculture Organization found that 18% of greenhouse gas emissions are directly attributable to livestock production (Bowling, 2015). The overconsumption of goods and services by humans has caused climate change (Hawken, 2017, Berry, 1999, Magdoff, 2011, Shuman, 2006, Hayhoe, 2009). Humans increasingly rely on businesses for their access to goods and services, and businesses supply according to demand. However, “if economic growth is founded on an ever-increasing reliance on chemicals, toxins, poisons, and energy by-products, then we will choke on the growth that is supposed to save us” (Hawken, page 52). Business has been operating on a linear system that has been depleting Earth’s natural resources and causing environmental damage. The system begins with extraction. At the start of the supply chain, everything we consume comes from nature. Therefore, businesses take more from nature than ecosystems can provide. Then, businesses rely on burning coal, gas, and oil to produce and transport the product or service. At the end of the supply chain, the product becomes trash and is thrown back into Mindful Consumption | 2018 Gleba of 3 29 nature while releasing methane into the atmosphere. The cycle repeats as people increase their consumption. Ecosystem services cannot support unlimited growth in consumption. Authors are calling for a radical change in lifestyle and energy use. Particularly people living in the global north, need to stop using fossil fuels, consume far fewer resources, use them more efficiently, and produce zero waste. If the world population consumed like Europe, we would need 2.79 planet Earths, and if people consumed like North America, we would need 4.95 planet Earths. However, if people consumed like South America, we would need 1.79 planet Earths, and if people consumed like Africa, we would be sustainable at 0.82 planet Earths (Global Footprint Network, 2018). If over consuming and fossil fuel dependent countries do not change their current course of action, they will continue to harm the environment. I will establish how overconsumption is a cause of environmental problems, the need for changing consumer behavior, address the value-action gap, and how organizations can close the value-action again through social proof. Then, I will outline the nine behaviors of mindful consumption, provide examples of applying social proof to each behavior, and what the direct and indirect benefits are of mindful consumption. This thesis is for organizations and individuals who value sustainability. To take care of the earth’s gifts that give us life—air, water, and food— whether indirectly or directly, is a responsibility of being human. Consumption Behavior as a Cause of Environmental Problems The excessive consumption of the Western lifestyle, especially the American lifestyle, has led to many environmental problems we currently face on our planet. Back in 1992, the United Nations agreed that lifestyles by affluent consumers are not sustainable (Thøregersen) and the book, Agenda 21: the Earth Summit Strategy to save our planet was adopted at the United Mindful Consumption | 2018 Gleba of 4 29 Nations Conference on Environment and Development in Rio de Janeiro in 1992. Dan Siltraz emphasizes the quality of life on earth, efficient use of the earth’s natural resources, the protection of our global commons, the management of human settlements, chemicals and the management of waste, and sustainable economic growth (1994). Stephen Pacals found that the 500 million wealthiest people, who make up about 8% of humanity, emit half of the total greenhouse gas emissions (Magdoff). Authors agree that unsustainable production and consumption is the leading cause of polluting the environment, water pollution, reduction in biodiversity, and climate change (Chen & Hung, 2015 and Liu et al., 2014). The consequences of overconsumption have led to toxic residue from petroleum used to create fibers for fabrics and plastics dispersed into the air, water, and soil (Berry). Further consequences are a thinning ozone layer and rising temperatures of our Earth’s atmosphere. The rising temperatures melt the ice and reduce the reflection of sunlight. Then, the oceans warm, which adds 90% to the heat planet Earth accumulates. At this point, sea levels rise (Magdoff). Coastal and inland flooding and erosion are just a few of the many detriments to human beings from climate change. As temperatures rise, they throw off Earth’s water cycles. Therefore, people see an increase in hurricanes and droughts (The Climate Reality Project). The environmental detriments are not only a human life cost but a money cost. Hurricane Katrina cost $160 billion in damages, Hurricane Harvey cost $85 billion in damages, and Hurricane Irma cost $58 billion in damages (National Centers for Environmental Information, 2017). Thomas Berry states that “within the next 40 years we will have consumed over 80 percent of available supplies.” Besides, if everyone in the world were to consume at the rate the U.S. does, we would need five planet Earths (Sheth et al., 2010). The more people consume, the more environmental damage we do. Mindful Consumption | 2018 Gleba of 5 29 Logically, one can see the negative chain reaction overconsumption has on the environment and the very planet we rely on to sustain us. Changing Consumer Behavior If overconsumption is a cause of climate change, then consumers need to change their behavior. We are all consumers: we demand, and businesses supply what we demand. Joshi and Rahman argue that “consumers possess the capability to prevent or decrease environmental damage by purchasing green products” (2015). Prothero et al. also agree that changing consumption patterns can relieve environmental problems and they further state that collective solutions are more powerful than individual actions (2011). Chen and Hung also agree that “the most direct and efficient way to reduce overconsumption of resources is by changing consumption patterns... Consumers play a fundamental role in the green revolution because green consumption not only has positive effects on the environment, the economy, and society but is also essential for sustainable development” (2015). Consumers vote with their dollar: “every single day, every hour, every minute we are opening our wallet and casting our ballots” (Shuman). An affluent consumer can choose to support a business with sustainable practices or a business with environmentally harmful practices. However, product-oriented approaches are not enough to solve the problem; we also need to focus on lifestyle and consumer behavior changes (Liu et al., 2016). Therefore, in this thesis, I will focus on lifestyles and consumer behavior changes. Mindful Consumption | 2018 Gleba of 6 29 The Value-Action Gap Many consumers express concern for the environment. However, their purchasing and lifestyle decisions do not reflect their expressed value and care for the environment. PickettBaker and Ozaki call this the value-action gap (2008). The United Nations Environmental Program surveyed in 2005 and found that 40% of consumers say they are willing to buy “green” product, but only 4% do (Prothero et al., 2011). Junior et al. also found in their study that environmental concern does not affect the declared purchase for green products (2015). There is a gap between ecological knowledge and environmental performance (Kanchanapibul et al., 2013). Joshi and Rahman conducted a literature review on all the factors that contribute to the gap between beliefs and actions. They found that a lack of knowledge, a lack of concern, a lack of product attributes, a lack of subject social norms, inconvenience, and high prices are all barriers to making green purchases (2015). To change consumer behavior, marketers must address the barriers to sustainable consumption. According to studies conducted by Robert Cialdini and Nolan et al., social norms can be one of the most influential in changing consumer behavior. Changing Behavior Through Social Proof Social proof is the phenomenon that people follow the wisdom of the crowd,

Changing Consumer Behavior Towards Mindful Consumption Through Social Proof to Decrease Environmental Harm