Subject of shaming: If shaming the industry doesn’t work then we make the buyer feel bad and vote by purchase. But making consumer guilt is not the best approach to fundamentally change a situation or issue.
The easiest or most practical solution might not be the best one, or even count as one. Often it’s a seriously flawed substitution problem. Plug off phone charges for a year vs drive for just one second - on energy saving. And carbon footprint just cannot be undone. Citizens work cannot be consumers work.
Mechanism of shaming: to protect the norms. Nonviolent and could rely solely on threat. And guilt is the cheapest form of social enforcement.
Limitations: highly social context related; if the norm itself is unclear it won’t work out nicely. Individualistic society vs collective cultures. And in the long term norm ‘arc’ bends significantly.
Something contemporary to ponder:
1) social media are we using it too often; 2) self-delusion if not hypocritical behaviors on the environmentally good labels or designer bags.