To Conserve or Not to Conserve: Is Status the Question?

Abstract

Previous research has demonstrated that environmentally friendly behavior is perceived as low status, which can explain why such behavior is not more widespread. However, greater awareness of environmental issues and the advent of a “green” movement may have seen a change in those attitudes. As some conservation behaviors used in past research may have been conflated with lower socioeconomic status, Study 1 identified financially neutral behaviors so that SES would not be confused for status in general. Study 2 utilized two of those behaviors to investigate whether engaging in conservation behavior per se is viewed as low status. Participants rated a target who performed either zero, one, or two conservation behaviors. Counter to earlier research, it was found that neither number nor type of environmental behaviors performed affected the perceived status of the target. These results suggest that attitudes toward conservation behavior may be improving; implications for increasing environmentally friendly behavior are discussed.