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Consumers are willing to sacrifice performance for perceived social status from green products, says the study Going Green to Be Seen: Status, Reputation, and Conspicuous Conservation, published in the Journal of Personality and Social Psychology.

“Shoppers choose hybrid cars, “green” washing-up liquid and energy-saving devices over cheaper but dirtier alternatives partly to improve their social status, according to a new study published today.

Researchers found consumers are willing to sacrifice luxury and performance to benefit from the perceived social status that comes from buying a product with a reduced environmental impact.”

But the study comes with some caveats.

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