What Makes People Sacrifice Their Freedom for the Good of Their Community?

Many marketing scholars argue that often the best way to solve a social problem (e.g., litter) is to enlist support for a collective sacrifice (e.g., a bottle bill). The author tests Wiener and Doescher's [1991] propositions that support can be gained by communicating that the person's group has power, nongroup members will sacrifice, and the problem will be solved. His research supports the first two propositions.

Environmental Studies, University

I applied for a job at Sangamon State University in Springfield, Illinois, because it was founded in 1970 to be “the public affairs university” in the country. There I set up a course in Citizens’ Action in Environmental Affairs because I realized that you can talk forever about respecting the environment but if you don’t get into the political workings of power, your talk will mean nothing. I began the course by showing the students a dozen bills that Illinois legislators were going to consider while our course was in progress. We talked briefly about what directions the legislators might take, and then I asked the students what bills they’d like to work on. I had imagined they would form several groups and work on different projects, but they all wanted to study the Illinois Beverage Container Act, what we called “The Bottle Bill.” One of the fellows was the host for the late show on the university radio station. He wanted to get something about the Bottle Bill on his program immediately, but I slowed him down. I wanted to train these students in thorough investigation. At this time a public hearing in Chicago on the Bottle Bill was announced. That was two hundred miles away. “Can we go?” said several students. “Sure,” I said, and gave a tape recorder to those who were going and a couple of tapes I had bought. They went, and came back from Chicago all excited. In class they played some of the testimony they had heard. “That legislator didn’t even know this—” said one student, mentioning a crucial point. I was determined that right from the start my students would know what they were talking about. They had strong opinions, but in this course they would have to get the data. They had to read journals and study the reason and logic behind all points of view. As a group we worked to get the stuff together to make a Fact Sheet to present to legislators, lobbyists, and anyone else we were going to approach. I knew that otherwise the experts and the legislators would pay no attention to us.

Consumer/Voter Behavior in the Passage of the Michigan Container law

The landslide victory of Michigan's “bottle bill” by popular vote contradicts previous findings regarding the small size of the ecologically concerned consumer segment. A survey of voter preference conducted just prior to the 1976 general election addresses this contradiction and some broader aspects of consumer environmental behavior. Implications for ecological marketers are discussed.