The influence of contextual cues on the perceived status of consumption-reducing behavior

Abstract

The question of whether and when behaviors that reduce overall consumption are associated with low status has not been adequately explored. Previous research suggests that some low cost environmentally-friendly behaviors are stigmatized, but has not accounted for the impact of contextual information on perceived status. Here, we use costly signaling theory to describe why consumption-reducing behaviors may be associated with low status and when and how this perception might change. We report two empirical studies in the U.S. that use a large sample of graduate students (N = 447) to examine the effects of contextual information on how consumption-reducing behaviors are perceived. We then explore the perceived appropriateness of consumption-reducing behavior for signaling status relative to alternative non-environmental behaviors. Using linear mixed-effects models, we find that information indicating that consumption-reducing behavior is a choice results in higher perceived status. However, we find that consumption-reducing behaviors are perceived to be less appropriate for conveying status than consumption-intensive behaviors. The environmental orientation of the respondent has little effect on perceptions of status in both studies. These results provide insights into the dynamic, evolutionary process by which sustainable consumption might become more socially acceptable and the social factors that may inhibit this process

Look at me Saving the Planet! The Imitation of Visible Green Behavior and its Impact on the Climate Value-Action Gap

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Conspicuous anticonsumption: When green demarketing brands restore symbolic benefits to anticonsumers

“…Whereas green consumption focuses on using a more sustainably made (and often more expensive) product/service without necessitating any behavioral change, anticonsumption does require meaningful lifestyle changes. Anticonsumption practices essentially compromise functional benefits and require behavioral/lifestyle changes but no additional purchases (Brooks & Wilson, ; De Nardo, Brooks, Klinsky, & Wilson, ; Jansson, Marell, & Nordlund, ; Kristin & Weaver, ). For example, buying a hybrid vehicle or a sustainably sourced and the produced jacket is green consumption while taking the bus or repairing and extending the lifespan of an old jacket is anticonsumption.…”

Pro-environmental behavior as a signal of cooperativeness: Evidence from a social dilemma experiment (post-print)

“…There is now a small but growing literature addressing the complex question of how environmentalists are perceived. What previous research shows is that pro-environmental behaviors and attitudes may be able to convey information about a person's social status (Brooks & Wilson, 2015;Puska, Kurki, Lähdesmäki, Siltaoja, & Luomala, 2016;Sadalla & Krull, 1995;Skippon, Kinnear, Lloyd, & Stannard, 2016; but see Berger, 2017;Welte & Anastasio, 2010), trustworthiness (Fehrler & Kosfeld, 2013; but see Berger, 2017;Puska et al, 2016), and certain personality traits like conscientiousness, agreeableness, and altruism (Puska et al, 2016;Skippon & Garwood, 2011;Skippon et al, 2016). While existing research shows much promise, it has at least two limitations the present work attempts to address.…”