going green to be seen

They're doing some conversation-provoking social psychology in the Carlson School of Management these days -- and I'm not just saying that because Heather and I are speaking there tomorrow. The latest "talker" is Vladas Griskevicius' Going Green to Be Seen: Status, Reputation, and Conspicuous Conservation, forthcoming in Journal of Personality and Social Psychology. From the abstract:

[W]e examined in three experiments how status motives influenced desire for green products. Activating status motives led people to choose green products over more luxurious non-green 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.

So, status motives apparently lead people to forgo luxury for the environment only when such choices can be observed and influence one’s reputation. Hmm. I suppose an unscrupulous operator could profitably apply this research by purchasing replacement hybrid badges -- the very icon of conspicuous conservation -- and reselling them at a nice markup to the guilt-ridden drivers of gas-guzzling luxury vehicles. Sure 'nuff.