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Researcher finds people will forgo luxury for green products when status is on mind http://apocadocs.com/s.pl?1268749685
Environmentally friendly products are everywhere one looks. Energy efficient dishwashers, bamboo towels, the paperless Kindle and, of course, the ubiquitous Prius are all around. But why do people buy these "green" products? Do they care about the environment or is there something else at play? "Green purchases are often motivated by status," says Vladas Griskevicius, assistant professor of marketing at the University of Minnesota's Carlson School of Management. "People want to be seen as being altruistic. Nothing communicates that better than by buying green products that often cost more and are of lower quality but benefit the environment for everyone."
In the recently published paper "Going Green to Be Seen: Status, Reputation, and Conspicuous Conservation," Griskevicius and co-authors find that people will forgo luxury and comfort for a green item. The catch? People will forgo indulging for themselves only when others can see it. "Many green purchases are rooted in the evolutionary idea of competitive altruism, the notion that people compete for status by trying to appear more altruistic," says Griskevicius.
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[Read more stories about:
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'Doc Michael says:
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"Competitive altruism" -- is that like aggressive kindness?
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