How Vanity Could Save the Planet

The Atlantic:

Whether you follow a vegan diet or are a devoted carnivore, carry canvas or plastic, you are one of 7.5 billion people. The ecological effect of your choices is minuscule. And yet they have a big effect on how others see you, and how you see yourself. Psychologists found that prodding people to worry about social status increased their interest in buying green versus nongreen items—but only if they were shopping in public. People in Washington State and Colorado were willing to pay a premium of $430 to $4,200 (results varied by zip code) for the green-signaling Prius over an equally efficient car that didn’t broadcast its virtue

Read the whole story: The Atlantic

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