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Going green to be seen: status, reputation, and conspicuous conservation
Vladas Griskevicius1, Joshua M Tybur, Bram Van den Bergh
1Department of Marketing, University of Minnesota, Minneapolis, MN 55455, USA. vladasg@umn.edu
Journal of Personality and Social Psychology
|February 24, 2010
Summary
People buy green products because it signals altruism and status. Status motives increase desire for these products, especially when purchased publicly and when they cost more, suggesting status competition can drive eco-friendly choices.
Area of Science:
- Psychology
- Environmental Science
- Behavioral Economics
Background:
- Proenvironmental purchasing is often altruistic, benefiting society at large.
- Altruism can function as a costly signal, enhancing social status.
- Understanding motivations behind green consumption is crucial for promoting sustainability.
Purpose of the Study:
- To investigate the influence of status motives on the desire for proenvironmental green products.
- To explore whether purchasing green products serves as a costly signal for status.
- To determine conditions under which status motives drive green consumption.
Main Methods:
- Three experiments were conducted to examine the relationship between status motives and green product preference.
- Participants' choices between green and luxurious nongreen products were observed.
- The influence of public vs. private shopping contexts and product cost on purchasing decisions was manipulated.
Main Results:
- Activating status motives led participants to favor green products over more luxurious nongreen alternatives.
- The desire for green products increased with status motives in public settings but not private ones.
- Higher costs for green products amplified the effect of status motives on purchasing decisions.
Conclusions:
- Status competition can be leveraged to encourage proenvironmental behavior.
- Purchasing green products can signal altruism and enhance social status.
- The findings highlight the role of social signaling in sustainable consumption choices.
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