Buying green to look good?
A recent study by the University of Minnesota found that consumers are more likely to choose green products over conventional when others might be watching. In other words, people are buying green to look good. According to lead researcher Vladas Griskevicius, consumers would rather forego comfort and luxury in an attempt to appear altruistic by purchasing eco-friendly products—even when said products are “inferior in quality”. These are interesting findings to be sure, and ones that open a whole host of questions.
First, I’m wondering about the claim that many green products are inferior to their conventional counterparts. In his study, Griskevicius uses the Toyota Prius as an example. Whether it saves gas or not, the Prius is a nice car—just as nice as many other similarly-priced vehicles. And while there may be a few eco-friendly products that don’t stack up performance-wise to conventional ones, (mascara comes to mind) even those cases offer huge advantages regarding the environment and people’s health. With benefits like that, I’m not sure calling said product inferior is really fair. A bigger issue with the claim? Most green products do work well, and don’t require people to sacrifice “luxury and comfort”. Want to buy an organic set of bedsheets? They’re chemical-free and are just as soft (if not softer) than a regular set. Plant-based cleaners? Most fight grime just as well as conventional (don’t believe it? Check out the reader-tested green cleaner piece in our upcoming April/May issue). I could go on, but I’m sure you get the point.
Another thing: Maybe some people do choose green products just to appear altruistic—so what? Whether your reason for buying a coffee table with FSC-certified wood is because you love the rainforest or because you love showing off to your dinner guests is irrelevant. Either way, consumer dollars are going towards a green product instead of a conventional one. The planet gets the same benefits, people get the same benefits, and companies and manufacturers get the message that consumers want more eco-friendly options.
I’m curious to hear what readers think about the issues brought up by this study. Are green products really inferior to conventional ones—and do you feel like you’re giving up on luxury or comfort when you buy them? And does it really matter why people are choosing eco-friendly options—so long as they are, in fact, being chosen?
-Marygrace, KIWI staff writer
1 comment
It is completely plausible that people want to buy green to emit a kind of persona. As children grow up, there is a constant question of “what do you want to be when you grow up?” There are more answers to this question than just “firefighter,” “doctor,” “policeman,” or “taxi driver.” As a teacher, I see children continue to form their identity starting early on and continuing toward adulthood. It even continues into college and beyond.
When you have a child, you are constantly faced with decisions that will alter the well-being of your children. There are crazy people that walk around offering unsolicited advice about the choices you make on raising your children. How we face the opinions and views of passer-by’s, in-laws, and friends is based upon how we formed our identity. Our identity comes to a point of impact when we bring a child into this world. Do we continue to act as a green granola, introverted bookworm, adventure-seeking exerciser, or busy-bee hockey player family? How do we extend our attitudes, values, and choices onto our children? Every vacation and extracurricular activity indicates a choice we have made about our family identity. Buying and acting in a green, earth-friendly way is often a result our early identity-formation. We are seeking to be an acceptable part of a community and make choices that will benefit the planet and or children’s health.
Buying green emits an identity chosen based on values and ethics. Who wouldn’t want to be seen as making a self-less choice?
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