Social status shapes green consumption in an S-shaped pattern across socioeconomic levels
A study published in Social Psychological & Personality Science revealed an S-shaped relationship between social status and green consumption, challenging existing models of how social hierarchies influence eco-friendly behaviors. Green consumption, defined as choosing eco-friendly products and practices, plays an important role in mitigating climate change. Social status has been identified as a key determinant of green consumption, but prior research has proposed conflicting patterns: an inverted U-shape, where middle-status individuals exhibit the highest green consumption; a negative linear relationship, suggesting higher-status individuals are less eco-friendly; and a positive linear relationship, where higher-status individuals consume more green products. In this work, Joe J. Gladstone and Silvia Bellezza analyzed a nationally representative U.K. dataset to map green consumption across the social spectrum. Building on theories like conspicuous conservation, which frames green consumption as a status signal, and the middle-status anxiety hypothesis, which posits that the middle class strives for distinction through eco-friendly behaviors, this study provides a novel perspective on the dynamics of social status, environmental values, and consumption patterns. The research leveraged data from the …