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.
Human beings are status seeking creatures…men more than women it is true, but still we\’re all status seekers.
Further, in our society, there are myriad totem poles of such status. One can win a national award for playing video games, one can buy a Prius, one can wear £50,000 worth of watch and one can wear the waistband of one\’s trousers around one\’s knees (one can make excessive use of the word \”one\”) and in different parts of that myriad society all will confer status.
What really adds to the joy is of course that exactly the same actions will, in other parts of that myriad society, reduce status (geek, hippie, bastard, prole and Worstall).