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What Sways Our Shopping Behavior? Is It Green?

With more and more opting for greener lifestyles, environmental concerns are obviously the driving factor.

The request and popularity of green merchandise has compelled companies to listen, making more choices available.

However, with increased exposure and demand is there also a silent cost added to the consumer?

Are we being tricked into thinking we need to have all the latest in green gear in order to do our part and be environmentally responsible?

Does our need to accrue better products precede our need to be more mindful of what being environmentally accountable is more capable of, instead of only what can be produced for the shelves?

What Sways Shopping Behavior?

The stuff we accumulate and demand in production is being held according to higher environmental standards; which is desired and much needed. People normally spend their money on items with good intentions and the motivating factor of being more earth friendly is a payoff.

From a research perspective though, is it possible that there are other underlying causes behind certain actions and in choosing more naturally based merchandise? Some studies have looked into why people purchase greener products, and wonder if there are other reasons than ecological ones for doing so.

One study, Going Green to Be Seen: Status, Reputation, and Conspicuous Conservation, suggests that social perception may play a role.

Groups who participated in three different experiments had a tendency to choose eco-friendly products when in a public setting. In one of the investigations, when surveyed, more than half of the participants who read a story intended to heighten social status in turn chose a greener product than the comparison group, who read a story without an underlying connotation of social rank.

Though this assessment didn’t really take other aspects of behavior into account, such as long term environmental efforts, the researchers asserted the study’s importance in showing that social position could actually be used as a tool for instilling more ecologically friendly behaviors.

No matter what or where the choice internally stems from, being a more responsible shopper does matter.

Ultimately, marketing and the retail realm will draw people in but smart consumers are able to make real choices that are not just for show, but for the worth and impact of doing so.

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