Researchers Say ‘Going Green’ Is Mostly About Being Trendy And Fashionable

People who shop green are mostly doing it to be trendy or fashionable, according to forthcoming market research revealed Thursday by the University of Toronto.

The research concludes that when people purchase an electric car or install rooftop solar, that decision is often heavily motivated by a desire to appear trendy and fashionable to their peers, which researchers dub as “conspicuous conservation.” Economists previously calculated that car dealerships and manufacturers can charge an extra $7,000 for a Prius, a hybrid car, because of social status bonuses. That’s quite a bit considering the hybrid car starts at $24,200.

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