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I think that for the green movement to succeed there must be a huge element of social conditioning. Even without the spectre of global climate change. If the relative ineffectiveness of the environmental movement has shown anything its that when it comes to altering behavior, strategically speaking, there are few methods that are less effective than just pointing out that something is wrong.
It's something that ad agencies and republican political operatives have known for a while. Shutting off the light when you leave a room just makes sense, right? Despite this fact, you can convince people to do it much more effectively if you tell them that everybody else is doing it than if you just tell them why they should to it.
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