Will Business Do Anything for Money?: Carrot Mobs and Sustainabilty in Small Businesses

Carrot mobs are a form of direct consumer activism designed to incentivize business to implement sustainability measures. This paper discusses the collection of data on completed carrot mobs and reviews the data to determine whether carrot mobs are an effective tool for fostering sustainability efforts in small businesses. The research addresses the broad topic of methods for influencing business behavior toward sustainability. Its focus is on examining methods for driving sustainability efforts in small businesses and examining the carrot mob as a tool for building proactive consumer networks that retain cohesion over time.