Go Green For Social Status

Pulse

oi-Suparna Chakaraborthy

By Suparna Chakaraborthy

Tuesday, March 23, 2010, 12:41

'Going Green' now is a status symbol. Researchers claim that people choose a more environmental friendly product over one with more comfortable features in order to improve their own reputations in the society.

“Green purchases are often motivated by status. People want to be seen as being altruistic. Nothing communicates better than by buying green products that often cost more and are of lower quality but benefit the environment for everyone," says Vladas Griskevicius.

Going Green to Be Seen: Status, Reputation, and Conspicuous Conservation, might make people forgo luxury and comfort for a green item.

Researches have proved that when people shop alone online, they choose products that are luxurious and enhance comfort. But when under public eye, people prefer for green products increases because most people want to be seen as caring altruists.

But it's not only altruism that is driving people to buy green. It enhances their status too, because green products cost more than other products. This send the message that the person is so concerned about the environment that he doesn't mind spending more for it.

“A reputation for being a caring individual gives you status and prestige. When you publicly display your environmentally friendly nature, you send the signal that you care," concludes Griskevicius.