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CONSUMER
BEHAVIOUR
POLICY
ENABLING
INFRASTRUCTURE
INFRASTRUCTURE &
     VALUES
PRICING POLICY
PUBLIC SUPPORT
POTENTIAL PITFALLS

ATTITUDE-BEHAVIOUR GAP

                   FRAMING

WINDOWS OF OPPORTUNITY

              TIPPING POINTS
ACTIVATING VALUES
               We-centered




          I-centered
BUSINESS
GREEN MARKETS

ECO-LABELS

              CHOICE EDITING
ADVERTISING
THE ROLE OF IT

COMMUNICATION PLATFORMS

      CHANGING SOCIAL NORMS

DEFINING NORMALITY

          CREATING NEW NEEDS
INNOVATION vs. NEED CREATION
INDIVIDUALS
INDIVIDUAL CHANGE

HABITS
            NORMS
PRACTICES
                    VALUES
THE ROLE OF COMMUNITY
PROMPTS




          17

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