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The most common view of sustainability is moral duty of passing on the world of unexhausted life opportunities to generations that would follow. Based on this premise, sustainability is therefore a determinant of a person attributes apart from self-regarding preferences. The practices we exhibit in the society stems from beliefs that the society regard as acceptable. Sustainability as a norm aims at promoting practices that would make the life conditions of future generation favorable.

Nearly every choice that society adapts has desirable and non-desirable consequences. Therefore, the society is at peace in promoting choices and actions that have moral good to not only the present generation, but also the future generation. People are capable of averting future consequences of the present actions. For instance, environmental practices may not have immediate impacts on the human activities such as farming, but the effects of such actions may be adverse to future life. The classification of human activities, social or scientific often falls in two categories namely, sustainable norms and non-sustainable ones.

The study of norms equate practices such as recycling of wastes, environmental significant behavior, waste reduction, and consumption of renewable energy and other desirable behavior as sustainable. Clarification on what types of behavior at hand promote sustainability is a question that is yet to receive attention from critics. However, the present concerns on sustainability focus on human activities and approaches of changing human attitudes to promote sustainability. Some critics have employed norm-activation theory in conceptualizing sustainability. From this premise, sustainability is an abstract norm from which individual build their personal norms. Interestingly, individual norms are heterogeneous and they tend to define the choices that a person makes. However, people would demonstrate sustainable behavior when activated.

The society relies on certain features that trigger it to behave in a certain manner. Largely, this notion tends to cement the norm activation theory. For example, prior to the formation of a world organization advocating for sustainable environmental practices, the globe did not care about the consequences of the actions at that time (Park & Ha, 2014). Largely, the dire consequences of the non-sustainable environmental practices forced the world into developing approaches that would protect it from similar consequences. Much of the practices we have at workplaces such as industrial practices that promote recycling of waste stems from evolved from norm-activation theory.

Sustainable practices hinges on the socio-economic conditions of a given society. The management of farms, industries, and environment depend on societal norms. If the society believes that certain practices would affect the future generation, it might consider creating laws that would avert such practices. The resource utilization pattern tends to define sustainability. For instance, farming practices tend to vary across the globe because of the variation in personal norms. In this sense, the practices of various regions in the world may vary because of the varying norm activation patterns.

In conclusion, sustainability is a practice that aims at making available life opportunities for the forth-coming generation. The choices exhibited in the society pose both desirable and non-desirable outcomes. However, not until the society activates a given norm in the society, people may not exhibit a desirable practice. The individual behavior accounts for the sustainable practices. Normally, the social practices stems from what the society cherishes or consider as acceptable. Management of human activities with the aim of providing life opportunities to the future world seems to taking shape in the present world because of the level of awareness available.

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