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How can we get people to want to do things that are right for the environment without having to offer a monetary incentive?

When it comes to anything from recycling to conservation people want to know what benefit they will gain if they participate. Why do we need to gain something to care? Should we not care because it is the right thing to do?

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    Nov 18 2013: Really just let the free market work. Sustainability also translates to lower cost in the long run. Market dynamics will show that. The only thing we need to do is ensure that the market is working and that the population is thinking.
    • Nov 23 2013: Free markets are possibly as illusive as the Free-thinking individuals making up the population......

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