...trying to save water.
<blockquote>
ESTABROOK: They didn't see water sloshing around in the new washers. One I spoke to said, I want to see my suds. A lot of customers did not come back.
HABTEZGI: We tried to save water, but we lost our business almost.
ESTABROOK: This hesitancy to embrace sustainability is what Leaf Van Boven studies at the University of Colorado Boulder. He's a professor of psychology and neuroscience. He says, in general, people are not inclined to make sustainable choices if it goes against what we believe to be true.
</blockquote>
But he came up with a solution - bigger FL machines that the customers could see the water sloshing around.
<blockquote>
ESTABROOK: They didn't see water sloshing around in the new washers. One I spoke to said, I want to see my suds. A lot of customers did not come back.
HABTEZGI: We tried to save water, but we lost our business almost.
ESTABROOK: This hesitancy to embrace sustainability is what Leaf Van Boven studies at the University of Colorado Boulder. He's a professor of psychology and neuroscience. He says, in general, people are not inclined to make sustainable choices if it goes against what we believe to be true.
</blockquote>
But he came up with a solution - bigger FL machines that the customers could see the water sloshing around.