Going green to be seen: status, reputation, and conspicuous conservation.

@article{Griskevicius2010GoingGT,
  title={Going green to be seen: status, reputation, and conspicuous conservation.},
  author={Vladas Griskevicius and Joshua M. Tybur and Bram Van den Bergh},
  journal={Journal of personality and social psychology},
  year={2010},
  volume={98 3},
  pages={
          392-404
        }
}
Why do people purchase proenvironmental "green" products? We argue that buying such products can be construed as altruistic, since green products often cost more and are of lower quality than their conventional counterparts, but green goods benefit the environment for everyone. Because biologists have observed that altruism might function as a "costly signal" associated with status, we examined in 3 experiments how status motives influenced desire for green products. Activating status motives… 

Figures from this paper

Signaling can increase consumers' willingness to pay for green products. Theoretical model and experimental evidence

  • J. Berger
  • Business
    Journal of Consumer Behaviour
  • 2019
Many green products are costlier than their nongreen counterparts, for a variety of reasons. This “green premium” is a key challenge marketers face when targeting con- sumers with these green

Conspicuous Conservation : The Prius Effect and Willingness to Pay for Environmental Bona Fides ∗

Veblen explained in 1899 that “in order to gain and hold the esteem of man it is not sufficient merely to possess wealth or power. The wealth or power must be put in evidence, for esteem is awarded

University of Groningen Is green the new sexy? Romantic benefits of conspicuous conservation

Conspicuous conservation refers to pro-environmental activities that are intended as signals of some attractive quality of the actor. As some of these qualities are desirable in romantic partners,

FROM GUCCI TO GREEN BAGS: CONSPICUOUS CONSUMPTION AS A SIGNAL FOR PRO-SOCIAL BEHAVIOR

Conspicuous consumption usually implies the purchase of luxury goods with the purpose of signaling wealth and status. Previous literature also treats conspicuous pro-social behaviors, such as

When conspicuous consumption backfires: How signals of status undermine cooperation

Since Veblen (1899), signaling status through conspicuous consumption is presumed to be socially advantageous. Given the myriad of social benefits granted to high-status individuals, it behooves

Going Green to Look Good: The Role of Impression Management in Environmentally Friendly Consumption

Drawing from the two-factor model of impression management and costly signaling theory, this research assesses the role of setting type, individual difference, and product type in the efficacy of

Green is the New White: How Virtue Motivates Green Product Purchase

It is important to understand the drivers of green consumption, because of growing concern for the health of the planet. In this paper, the assumption that a virtue-green product relationship exists

Sustainable Decisions Signal Sustainable Relationships: How Purchasing Decisions Affect Perceptions and Romantic Attraction

Compared to luxury purchasers, eco-friendly purchasers were ascribed greater warmth, competence, and good partner traits, but less physical appeal, and they were preferred for long-term but not short-term relationships.
...

References

SHOWING 1-10 OF 112 REFERENCES

Blatant benevolence and conspicuous consumption: when romantic motives elicit strategic costly signals.

Overall, romantic motives seem to produce highly strategic and sex-specific self-presentations best understood within a costly signaling framework.

Why Hunter-Gatherers Work: An Ancient Version of the Problem of Public Goods [and Comments and Reply]

People who hunt and gather for a living share some resources more widely than others. A favored hypothesis to explain the differential sharing is that giving up portions of large, unpredictable

Partner choice creates competitive altruism in humans

This work shows that people actively compete to be more generous than others when they can benefit from being chosen for cooperative partnerships, and the most generous people are correspondingly chosen more often as cooperative partners.

A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels

Two field experiments examined the effectiveness of signs requesting hotel guests' participation in an environmental conservation program. Appeals employing descriptive norms (e.g., "the majority of

Spent: Sex, Evolution, and Consumer Behavior

Spent: Sex, Evolution, and Consumer Behavior Geoffrey Miller Viking, 2009 A few minutes spent sitting in a Starbucks in Tokyo, Washington, D.C. or any big city, watching the pedestrians and the

Pro-community altruism and social status in a Shuar village

Reciprocity theory (RT) and costly signaling theory (CST) provide different explanations for the high status of pro-community altruists, and data about status allocations to Ecuadorian Shuar pro- community altruists are analyzed in light of RT.

"It's a Wonderful Life". signaling generosity among the Ache of Paraguay.

The necessities and luxuries of mate preferences: testing the tradeoffs.

Three studies supported the hypothesis that women and men first ensure sufficient levels of necessities in potential mates before considering many other characteristics rated as more important in prior surveys.
...