Climate change is heavily impacted by greenhouse gases. Many sustainability efforts directly or indirectly affect greenhouse gas (GHG) emissions into the environment. In order to address climate change, sustainability efforts are promoted all around the world. The need to motivate the general population was identified by authors in their previous research. This paper proposes to use a positive reinforcement ethos as a psychological incentive to motivate the general population. This paper further examines the findings of the previous paper to better construct the structure of motivating the general population with the use of this positive reinforcement ethos. This paper attempts to segment the general population based on demographic information including age, gender, awareness of climate change, and current recycling efforts to examine its relevance with persuasion and operant conditions. Further, this paper also tests the hypothesis of using entropy as a tool to identify confusing/leading questions on the survey. Two different sustainability effort options are explored: returning and reusing Corrugated Cardboard Boxes (CCBs). An online survey is conducted, and its data are analyzed to test these hypotheses. The results indicate that reusing CCBs is statistically significantly preferred over returning them. Also, ethos and aesthetics are statistically significantly preferred over logos and pathos. Segmenting the general population based on demographic does not yield any significant effect on motivating the general population. The results of this study can be applied to motivate the general population for different sustainability efforts such as promoting green energy, waste management, and other initiatives.
