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URL :  Going Green to Be Seen
Author : Vladas Griskevicius - Joshua M. Tybur - Bram Van den Bergh
Detail : eBook Edition: 2010

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 led people to choose green products over more luxurious nongreen products. Supporting the notion that altruism signals one’s willingness and ability to incur costs for others’ benefit, status motives increased desire for green products when shopping in public (but not private) and when green products cost more (but not less) than nongreen products. Findings suggest that status competition can be used to promote proenvironmental behavior. (From Author)

eBook Contents

Motivation and Environmental Conservation - Conservation, Reputation, and Status - Competitive Altruism and Costly Signaling - The Current Research - Experiment 1: Status and Conservation – Method - Results and Discussion - Experiment 2: Status and Conservation in Public Versus Private – Method - Results and Discussion - Study 3: The Price of Prosociality - Method - Results and Discussion - General Discussion - Practical Implications - Alternative Explanations - Limitations and Future Directions – Conclusion

eBook License: Copyrighted (Personal Use Only by downloading from University of Minnesota)

Free PDF eBook - 165 Kb - 13 Pages
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