What’s more, people who buy products that signal sustainability or charitable giving assume that they are more altruistic than their friends and family who do not buy similar possessions. And, they feel better about themselves because of it.
According to quantitative research done by two marketing professors from New York University, the most compelling green products are ones that proclaim their sustainability via recognizable physical attributes---color, shape, etc.---and can be used with their friends. That’s not to say that people won’t buy products that are “invisibly green” and for individual use. But they don’t rate them as highly.