Making sense of environmental responsibility: investigating environmental stewardship among retail employees and consumers

It is not easy to encourage environmentally-friendly behaviour. This is largely due to the personal disadvantages in the short term outweighing the collective advantages in the long term. Creating a strong sense of environmental responsibility can help to encourage environmentally-friendly behaviour, otherwise known as environmental stewardship. This dissertation found that branch managers play a key role in creating environmental stewardship among retailers and explains how this leads to environmentally-friendly sales. It is also possible to encourage environmental stewardship among consumers by stressing an affinity with future generations and by drawing attention to the individual influence they have on the environment.