Is Buying ‘Green’ All About Status?

From hybrid concept cars to organic shampoo, green products have roused the interests of consumers who believe that their purchases are giving back to the environment. Photo: Flickr/daisybush

In the last decade, green products have found their way into every market conceivable.

The Amazon Kindle proved to bookworms around the world that even the finest literature could be enjoyed without having to turn a single page. And despite the Toyota recall, Prius vehicles remain abundant on the highway.

However, a recently published paper by Vladas Griskevicius, an assistant professor at the University of Minnesota’s Carlson School of Management, argues that people purchase green products only when somebody is there to witness their selfless choice.

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

In the paper titled “Going Green to be Seen: Status, Reputation and Conspicuous Conservation,” Griskevicius writes that green products are able to maintain their hefty price tag primarily because of customers who want to be perceived in a charitable and generous light.

Allison Huke, the president of BuyGreen.com has a less cynical outlook on the reasons people choose to go green.

“In my opinion, people buy green products primarily because they are better for their own health,” she says. “Natural and organic products are healthier for our families than products full of chemicals and made of chemical-based materials.”

She disagrees with Griskevicius’ belief that green products are generally lower in quality and less efficient than conventionally manufactured goods.

“Another reason that people buy these products is that they are higher in quality than more cheaply made products,” Huke says.

For instance, many eco-friendly cleaning supplies by companies like Clorox and Pine Sol now use plant-based and biodegradable ingredients in their dish soaps to cater to a growing group of environmentally conscious customers.

“There is also a smaller group of green shoppers who purchase these products for more altruistic reasons because it’s better for the environment and better for the workers who manufacture those products,” she adds.

Griskevicius, on the other hand, believes that the success of green products owes much to their public marketing. As long as products like the Prius are seen on a continual basis, the public will always have a consistent demand for them.

And since the motivation behind buying green products is primarily one that requires an affirmation from the public, the same consumers who own a Prius might still enjoy conventionally manufactured luxury products in the comfort of their own home where no one can criticize their choices.

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

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