Buying Green is About Being Seen — PsyBlog

Buying Green is About Being Seen — PsyBlog

“…a series of experiments showed that activating status motives led people to choose prosocial green products over more luxurious, equally priced non-green products. In line with the predicted reputational benefits of self-sacrifice, status motives increased desire for less-luxurious green products when shopping in public, but not in private. Indeed, when people considered shopping in private, status motives produced a tendency toward self-indulgence rather than self-sacrifice.”