Ever wonder why those organic or eco-friendly products cost so much more? Apparently because that’s the way people like it. At least, some people. Researchers are now suggesting, with evidence from a recent study to back their claims, that the new, modern luxury lifestyle is taking the form of showcasing one’s ‘green’ status to the world. Interestingly, it seems some have a penchant for all things green, but benefiting the earth is last on their list of motivations.
From buying eco-friendly cleaning products to driving around in a hybrid vehicle, raising one’s green status seems to be the ultimate goal. And that’s just what higher prices facilitate – an image of altruistic, self-sacrifice for the sake of the public good. Spending extra money on ‘earth-friendly’ products is the exclamation mark on their pro-environmental reputation.
Some social psychologists and marketing experts deem this psyche to be positive, claiming that petty and selfish human nature can be funneled towards accomplishing a greater good. Unfortunately, they fail to notice a few fatal flaws in this theory.
First, flaunting any lifestyle, even a green form of living, means a person must always have something new to flaunt. Needless consumerism is the result; we all know where that destructive human tendency has led us. Second, these individuals who crave praise and self-exultation are indeed green in the public eye. Studies show that preferences for green products increase when shopping in public. However, these same people turn into “green hypocrites” in private, no doubt explaining why online shopping at home sees a decrease in green preferences. Evidently, green is the way to go only if going that way is clearly visible to an observing audience and adds to an inflated green persona.
In the end, using green branding or symbols to climb the social ladder in the same way a Louis Vuitton monogram is used, is, simply put, ethically wrong. Individuals in today’s society are so accustomed to ignoring conscience and simply doing good to look good that it seems very few have pure and honest motives. Ultimately, though, it’s only those who are sincere and authentically altruistic who will benefit our planet – a home that gives us nothing in deceit, but only what’s pure and necessary for sustaining life. How can we play false to that?
