Green shame: the next moral revolution?

In this paper, I examine the phenomenon of what I call 'green shame', the shame one feels when knowingly behaving in ways that have a severe negative impact on the environment, like flying or eating meat, while other options are available at a financially and socially non-debilitating cost. I argue that individual green shame can contribute to the greening of society. I do so by first setting out my understanding of shame and distinguishing it from other significant feelings like guilt or embarrassment. I understand shame as the emotion one feels when one believes to have sunk below the standards of what dignity requires. I then draw out my account of green shame and distinguish it from green guilt. I raise three possible objections: the objection that green shame does not change behaviour, the objection that green shame does change behaviour but does not change it for the better, and the objection that (individual) shame is not the most efficient strategy in pursuing the greening of society. I argue that these objections can be met and show how that can be done. I conclude that green shame can contribute to the greening of society because, apart from its effect on individual choice, the sting of green shame urges people to demand action at an institutional level and creates a support base for much-needed institutional change.