Many buy green products for status

Opting for those recycled-paper coffee filters and toilet tissue because they're good for the environment? Maybe not, suggests new research.

People are often motivated by status and the desire to make "a statement" when buying green, says new research from the University of Minneapolis, meaning many are purchasing green products to seem eco-friendly.

"People want to be seen as being altruistic. Nothing communicates that better than by buying green products that often cost more and are of lower quality but benefit the environment for everyone,"Vladas Griskevicius, assistant professor of marketing at the University of Minnesota's Carlson School of Management, said in a release.

Griskevicius sayshis research indicates that people buy luxury items privately to enhance their comfort. But when it matters when someone is watching they often choose green products to appear caring and concerned.

"A reputation for being a caring individual gives you status and prestige. When you publicly display your environmentally friendly nature, you send the signal that you care," states Griskevicius.

The research also looks at the appeal of green products when they often cost more than non-environmentally-friendly items. Researchers believe the elevated price furtherincreases a consumer's perception of status.

Prius as status symbol

Griskevicius cites the Toyota Prius in his research as an example of an expensive "compact sedan with a small trunk, standard cloth seats, excellent gas mileage and a sluggish engine" that is purchased with status in mind.

"When the New York Times reported the top five reasons why Prius owners bought their cars, environmental conservation was last on the list," reads the study.

"Instead, Prius owners proudly reported that the No. 1 reason for purchasing the car is because it "makes a statement about me." What statement does the Prius make? "It shows the world that its owner cares."

The research is published in the March issue of the Journal of Personality and Social Psychology.