Going Green to Be Seen: Status, Reputation, and Conspicuous Conservation

2010 ◽  
Author(s):  
Vladas Griskevicius ◽  
Joshua Tybur ◽  
Bram Van den Bergh
Keyword(s):  
Conspicuous Conservation

scholarly journals Is green the new sexy? Romantic of conspicuous conservation

2021 ◽  
Vol 73 ◽  
pp. 101530
Author(s):  
Gonzalo Palomo-Vélez ◽  
Joshua M. Tybur ◽  
Mark van Vugt
Keyword(s):  
Conspicuous Conservation

Social value orientation and conspicuous conservation: A moderated mediation analysis

2021 ◽  
Vol 49 (6) ◽  
pp. 1-15
Author(s):  
Yoon Y. Cho
Keyword(s):  
Value Orientation ◽  
Social Value ◽  
Self Awareness ◽  
Social Value Orientation ◽  
Purchasing Behavior ◽  
Psychological Benefits ◽  
Social Visibility ◽  
Indirect Relationship ◽  
The Relationship ◽  
Conspicuous Conservation

Conspicuous conservation is hard to explain using conventional altruistic theories. In this study I explored whether the relationship between environmental behaviors and proself value was mediated by public self-awareness. Further, I examined the moderating effect of social visibility in the direct and indirect relationship between a proself social value orientation and environmentally beneficial purchasing behavior. Participants in the study were two groups who were presented with two products that had different levels of social visibility. The results demonstrate that proself value was positively related to environmentally beneficial purchasing behavior both directly and also indirectly through public self-awareness. In addition, when consumption of the product was socially visible, the relationship between proself value and environmentally beneficial purchase was strengthened. These findings imply that when product consumption has a high level of social visibility, emphasizing the psychological benefits for the consumer could be an effective persuasive technique in promoting green consumerism.

Going green to be seen: Status, reputation, and conspicuous conservation.

2010 ◽  
Vol 98 (3) ◽  
pp. 392-404 ◽  
Author(s):  
Vladas Griskevicius ◽  
Joshua M. Tybur ◽  
Bram Van den Bergh
Keyword(s):  
Conspicuous Conservation

Conspicuous Conservation: Using Semiotics to Understand Sustainable Luxury

2013 ◽  
Vol 55 (5) ◽  
pp. 695-717 ◽  
Author(s):  
Marie-Cécile Cervellon
Keyword(s):  
Supply Chain ◽  
Natural Environment ◽  
Target Group ◽  
The Other ◽  
Luxury Brands ◽  
Primary Target ◽  
Brand Meaning ◽  
Manufacturing Techniques ◽  
Traditional Manufacturing ◽  
Conspicuous Conservation

This paper investigates the meaning of sustainable luxury among the wealthy, who are the primary target group of luxury brands. In doing so, it highlights the interest of using a combination of semiotics tools (Peirce's and Greimas' paradigms) to analyse consumers' discourses. Indeed, understanding the signvalue of a brand in relation to the natural environment and society is paramount to the development of CSR activities, in order to avoid, on one side, being perceived as greenwashing and, on the other, losing the brand meaning and authenticity. Findings indicate that the luxury clientele opposes ‘ascribed luxury’ (discreet and emphasising traditional manufacturing techniques) to ‘achieved luxury’ (conspicuous and marketed). The contribution of luxury brands to society welfare should be located on a continuum between sustainability in ethos and along the supply chain, and pure philanthropic actions, both being worthy in consumers' views, and both being expected from luxury brands to different degrees, depending on the brand ascribed or achieved status.

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