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Predicting Your Behavior Makes You Greener

Whether it’s recycling, composting or buying environmentally friendly products, guilt can be a strong motivator — not just on Earth Day.

Now, research from Concordia Univ.’s John Molson School of Business published in the Journal of Business Ethics, proves that even just asking ourselves, or predicting, whether we will engage in sustainable shopping behavior can increase the likelihood of following through — especially when there’s an audience.

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