Because biologists have observed that altruism might function as a "costly signal" associated with status, we examined in three experiments how status motives influenced desire for green products. Activating status motives led people to choose green products over more luxurious non-green products. Supporting the notion that altruism signals one's willingness and ability to incur costs for others' benefit, status motives increased desire for green products when shopping in public (but not private), and when green products cost more (but not less) than nongreen products.
Save your eyes. Take breaks.