Green purchases motivated more by selfishness than altruism say researchers
Researchers at the US University of Minnesota have suggested marketing so-called ‘green’ products only works because consumers want to be seen being environmentally aware, while they may actually be wasteful and greedy.
Researchers at the US University of Minnesota have suggested marketing so-called ‘green’ products only works because consumers want to be seen being environmentally aware, while they may actually be wasteful and greedy.
In a study on brand marketing, lead researcher Vladas Grieskeviciu stressed reports showing the majority of survey recipients claimed the highest level of enthusiasm for being ‘green’, but inquiries showed only 9% had actually purchased a green product. Indeed, Grieskeviciu’s research suggests green purchases may be motivated by “selfish inclinations” such as courting popularity – a test showed a 34% increase in hotel towel reuse when consumers were informed in publicity that most other guests undertook this step.