social networking and green consumers
From CMU's Footprints Project: paper on the use of social networks to motivate people to reduce their ecological footprints (pdf)
abstract:
What role can social networking websites play in supporting large-scale group action and change? We are proposing to explore their use in supporting individual reduction in personal energy consumption. Here we summarize some existing uses of social networking on the web and propose an approach thatintegrates feedback about ecological footprint data into existing social networking sites and Internet portal sites. Integrating such feedback into popular, commonly used sites allows frequent feedback about performance, while enabling the exploration motivational schemes that leverage group membership. We propose to compare different motivational schemes in three ways: Reduction in CO2 emission; lifestyle changes; and ongoing use by users who join the site
(retention).
A difficult task as the public has a poor grasp of the issues involved and is easy prey to conventional advertising and greenwashing. Some of these tactics are probably good.
Folks at Berkeley's Infolab have produced a few interesting concepts. One is a phone that looks at UPC codes, goes to the Net and produces consumer scores. The idea has been around for a long time and some variations have exited (scan a product in a store and compare with Amazon prices). Making a properly weighted and trusted database is a more interesting problem.
