Going green to be seen: Status, reputation, and conspicuous conservation
TL;DR
Green consumption signals status
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Demonstrates costly signaling in human prosocial behavior - people choose less luxurious green products to signal status and prosociality. Direct application of handicap principle to consumer behavior.
Key Findings from Griskevicius et al. (2010)
- Green consumption signals status
- Costlier green choices preferred publicly
- Signaling motive stronger with audience