How Often Do Prospects Base Decisions on the Environment

If you got into this business because you wanted to save the environment, you might want to keep your agenda to yourself in certain settings. I remember reading a study published by the National Academy of Sciences in 2013. The experiment compared the reactions of various ideology buyers who were each given the opportunity to purchase a conventional lamp or a higher first-cost, premium-efficiency one. When faced with those two alternatives, one of which was three times more expensive, an equal number of moderates and conservatives purchased the higher-efficiency lamp using its savings over time to justify the additional cost.  However, when the researchers repeated the test and placed a pro-environment sticker on the same higher-first-cost lamp, sales among conservatives plummeted.