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What is Conspicuous Conservation?

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Conspicuous conservation is the theory that consumers see green products as a status symbol that suggests altruism. In some cases, green products are more expensive meaning that they can also represent a type of economic status symbol. For example, if someone says "I only drink eco-friendly coffee" it may have connotations that they are both altruistic and wealthy.
The idea of conspicuous conservation is a potential way to motive consumers to switch to environmentally friendly products, services and practices.
Overview: Conspicuous Conservation
Type
Sustainability
Marketing
Definition
The theory that consumers see green products as a status symbol that suggests altruism and wealth.
Origin
A play off the words "conspicuous consumption", a term for the consumption of luxury goods out of a desire for social status.
Related Concepts
Greenwashing
Sustainable Design
Deconstruction vs Demolition

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