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The Guardian recently cited an interesting study, published by researchers at the University of Minnesota, which examines the reasons why consumers make environmental product choices. The study says that it’s not financial, ethical, or environmental reasons that drive “green” purchases; rather, consumers make sustainable choices in an attempt to elevate social status.

Furthermore, consumers were interested in green choices only when their purchases were conspicuous – if others could see that they made a green choice or the green products were high-end and could signal wealth. It’s sort of like the whole thing where people wash their hands more when being watched. Yuck.

The Guardian points out that this study helps to explain why greenwashing is so effective:

Confronted with a problem like climate change, our consumption-based economy responds in the only way it knows how – by selling sustainability like it sells soap. But while a desire to be “seen to be green” clearly leaves us vulnerable to the dubious motives of commercial marketing campaigns (not to mention some ribbing down the pub), harnessing the primal urge for social status is critical for promoting pro-environmental behaviours that are more substance than spin. We may currently compete through demonstrations of conspicuous material consumption, but material goods are simply a marker for social status. It’s the social status that’s important – and the markers we use to signify it can easily change.

The Guardian seems to be ending on a positive note, suggesting that if everyday conspicuous consumption becomes conspicuously green, it shouldn’t matter what the motivations for that consumption are. True, perhaps. But it matters even more, then, that promises are kept: the claims made about green products must reflect actual environmental benefits.