There is no disputing the importance of the social factor, in moving citizens along the greener path. One additional element to take into account, is the issue of personal relevance. How does one turn global warming solutions into personal benefits? Research shows that most direct way to interest people is through their pocketbook. Last, I would add the availability of technology to enable desired behavior changes.
Short and sweet for the bottom line, here is my secret green sauce recipe:
P (personal benefit) + S (social network) + T (enabling technology)
Best examples of green ventures that understand the power of the PST formula, are in the area of home energy efficiency. Agilewaves, Greenbox, and Lucid Design Group show great promise.