A disadvantage of the first strategy is that structural features
of the product must be met (e.g. the green option needs
to be equally priced compared with the non-green option)
that is not always possible. Therefore, the second strategy
seems a more cost-effective strategy to promote green consumerism.
For example, rather than focusing on specific
green product attributes only, campaigns should focus on
how to activate biospheric that will remind people of the
importance of these green attributes over the self-serving
attributes when buying green. The activation of biospheric
values makes the customer refocus their attention to their
underlying values of why one would like to buy green in
the first place, which will ultimately help in the promotion
of green consumerism.