The new head of the Prince's green living charity speaks to the Ecologist about ways of engaging individuals and the benefits of corporate partnerships
What motivates people to act? Tom Crompton, WWF's point man on behaviour change, believes he has the answers. And they go against the grain of conventional campaigning...
The bulk of our motives for buying green are selfish, say psychologists. So would appealing to social positioning help shift behaviours better than moralising?
