This news report discusses the phenomenon of consumers exercising increased "green" and environmentally responsible purchasing, but largely when they feel they are being observed. These findings were the outcome of the paper "Going Green to be Seen: Status, Reputation and Conspiciuous Conservation," published in Journal of Personality and Social Psychology and written by Vladas Griskevicius (Carlson School of Management), Joshua Tybur (University of New Mexico) and Bram van den Bergh.
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