Social status shapes green consumption in an S-shaped pattern across socioeconomic levels

A study published in Social Psychological & Personality Science revealed an S-shaped relationship between social status and green consumption, challenging existing models of how social hierarchies influence eco-friendly behaviors.

Green consumption, defined as choosing eco-friendly products and practices, plays an important role in mitigating climate change. Social status has been identified as a key determinant of green consumption, but prior research has proposed conflicting patterns: an inverted U-shape, where middle-status individuals exhibit the highest green consumption; a negative linear relationship, suggesting higher-status individuals are less eco-friendly; and a positive linear relationship, where higher-status individuals consume more green products.

In this work, Joe J. Gladstone and Silvia Bellezza analyzed a nationally representative U.K. dataset to map green consumption across the social spectrum. Building on theories like conspicuous conservation, which frames green consumption as a status signal, and the middle-status anxiety hypothesis, which posits that the middle class strives for distinction through eco-friendly behaviors, this study provides a novel perspective on the dynamics of social status, environmental values, and consumption patterns.

The research leveraged data from the Understanding Society survey, encompassing over 150,000 observations from 63,000 British respondents tracked longitudinally between 2009 to 2022. Green consumption was assessed using eight behaviors, such as purchasing recycled products, avoiding items with excessive packaging, participating in green energy tariffs, and installing renewable energy solutions like solar panels. These behaviors were measured periodically across different survey waves.

Social status was evaluated through both objective and subjective dimensions. Objective status included participants’ income and educational attainment, while subjective status reflected their self-perceived financial well-being. These indicators were combined into a composite score.

Additionally, the study examined nonpecuniary green behaviors—actions like recycling or using reusable shopping bags—that require effort but minimal financial resources. Further, the researchers incorporated demographic controls, including age, gender, employment, and marital status.

The findings revealed an S-shaped relationship between social status and green consumption, challenging prior theories that suggested linear or inverted U-shaped patterns. At lower levels of social status, green consumption increased gradually, reflecting modest engagement in eco-friendly practices. This trend became steeper among individuals in the middle range of social status, who exhibited a significant rise in green behaviors such as purchasing environmentally friendly products and adopting renewable energy. However, the trend plateaued among those with the highest social status, indicating that green consumption did not escalate indefinitely with increased status.

Interestingly, the pattern persisted even after controlling for income, suggesting that factors beyond financial capacity influenced green behaviors. High-status individuals demonstrated stronger environmental attitudes, which were closely linked to their green consumption choices. This group also engaged more frequently in nonpecuniary green behaviors, such as recycling and reusing shopping bags, suggesting their motivations extended beyond monetary considerations.

The study also highlighted differences between objective and subjective social status. Objective measures like income and education showed a consistent positive relationship with green consumption, whereas subjective financial well-being had a more pronounced impact at higher levels, potentially reflecting identity-driven motivations to signal environmental values.

The authors noted the correlational nature of the study as a limitation, cautioning against inferring causality.

Overall, the S-shaped relationship revealed by this research highlights unique challenges and opportunities for promoting sustainability across social strata.

The research, “Sustainability Across the Status Spectrum: The S-Shaped Relationship Between Social Status and Green Consumption,” was authored by Joe J. Gladstone and Silvia Bellezza.