People make purchase decisions for all sorts of reasons. The assumption in classical economics is that we are all rational beings and respond to clear price signals, and that we all know the best "value" in a given product or service when we see it.
This is, of course, nonsense.
The architects of classical economics may have been rational Vulcans (or Ferengi, if that is how you spell it - I am not enough of a Trekkie to know!), but most mere mortals are not rational when it comes to flushing away our disposable income.
In fact, I doubt that many of those ghosts who decided for us that the profit motive is paramount were rational either - witness the fact that they completely left the "sources of the resources" out of their equation, and assumed they were infinite. Oops. How irrational is that?
As an automotive person once said, "If you think people buy cars for transportation, you won't be in this business long". People buy, largely, to impress the neighbours. Even that most utilitarian of autos, the model T, was bought to make the neighbour's hayburner look old-fashioned.
So, what impresses the most? Large, flashy, wasteful, "latest and greatest" - not efficient, spare, utilitarian, practical, rebuilt, reused, recycled. Why? Because we're taught to believe that being able to waste (and this correlates to pollution, and to the issues at hand), to "consume" material goods, and always have the latest thing, is a sign of success.
The "millionaire next door" with his paid for house, paid for older car, sweater, etc. is often considered to be...well...cheap. Or maybe poor. In any case, not someone to be like. Too bad, because this attitude of contempt for thriftiness, in too many places in the world, creates a lot of problems, I think - including the kind of growth-at-all-cost mentality that results in the use of a lot of fossil fuel, etc., in a hurry.
But, do we need the smokestacks of industry churning out already-obsolete goods that nobody really needs, to have a successful economy?
Or can we alter course a bit, and see the value in other things? If money is spent on a lesson, a concert, a service, eco-efficient travel, local foods, etc. does this not make the wheels of commerce turn, just as well as ordering up a new digital gizmo?
Someone I thought was all about money once told me "it's not about the money". It's not???? Wow. This was a business person, profit-motivated, I thought. Nope. It was about the challenge, respect, and service to community. I thought he was kidding. Nope.
The money and the nice things you could do with it were secondary, after all the important things were taken care of.
Oh.
It took me about ten years to get it.
So, to get back to the point of taxes... if we have a carbon tax, and we have an offsetting reduction in income tax, there is no new tax. Just tax shifting. Sure, that will help change behaviour. Fine. Do some of that.
So will anything that creates awareness of life-beyond whatever-the-thing-is-we're-all-supposed-to-have-this-week. So, educate - and foster a new kind of consumer. One who is seeking, perhaps, some different things to do with their surplus cash that are less wasteful.
Don't get me wrong, I am not anti-business. That's the thing - we NEED sustainable, profitable businesses and we NEED to have good, challenging, interesting work to do. But there's more than one way to make a purchase decision, live a life, or be motivated about the business you're in or the job you do.
We need to create the opportunity for businesses to thrive in the post-Kyoto climate partly by shifting the price signals by tax policy - but also by creating a new awareness of what cool is, what success is, what is worth emulating...what, eventually, impresses the neighbours, I suppose.
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