'Green' Purchases Often Motivated By Status

Environmentally friendly products are everywhere, but consumers aren't purchasing them because they care about the environment, according to a new University of Minnesota study. "Green purchases are often motivated by status," says Vladas Griskevicius, assistant professor of marketing at the University of Minnesota's Carlson School of Management. "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." read more

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