Creative Class

Why do people buy green products? A new study (h/t: Charlotta Mellander) finds that green purchases are less about energy savings or cost savings and more about image. Prius owners pay a significant premium over many conventional fuel-efficient cars. When asked about the top motivating factors behind their purchase, the comment, “makes a statement about me” was at the top of the list, while “higher fuel economy” came in third, and “lower emissions,” fifth. The authors argue that status plays a big role in green purchases.

Because biologists have observed that altruism might function as a “costly signal” associated with status, we 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.

Young Japanese men and women are ditching the car as a status symbol, sparking concern for car companies.

That from this story in the Oregonian (via Planetizen). The same can be said of many young Torontonians. I see it in my own life. I am a child of the car culture. Growing up in New Jersey, older kids used to rebuild their GTOs and Barracudas on our street. But now the car I like the most is the one vintage car I own. A couple of years ago, I traded a 10-year-old car for a newer model. Every day now I wish I had the old one back. People will still buy cars, but vintage and used will be back, and more sumptuous Minis, Prius, and their like will supplant today’s luxury cars and SUVs as the aesthetic as well as the economical choice.

Much the same is true of the rise of more compact, energy-efficient (and in some cases modern design) houses or apartments over mega-square-foot McMansions. John Seabrook wrote a fascinating book on consumption trends some years back called Nobrow, where he argued that the old notion of conspicuous consumption as status differentiator is giving way to new, more subtle forms of status differentiation. I have little doubt that the Great Reset will reshape consumption and design more and more along these lines.