The bulk of our motives for buying green are selfish, say psychologists. So would appealing to social positioning help shift behaviours better than moralising?
Links:
[1] http://admin.indiaenvironmentportal.org.in/feature-article/seeking-status-embracing-our-selfish-motives-buying-green
[2] http://admin.indiaenvironmentportal.org.in/category/author/tom-levitt
[3] http://admin.indiaenvironmentportal.org.in/category/journal/ecologist
[4] http://admin.indiaenvironmentportal.org.in/category/thesaurus/environment
[5] http://admin.indiaenvironmentportal.org.in/category/thesaurus/consumption-patterns
[6] http://admin.indiaenvironmentportal.org.in/category/thesaurus/research
[7] http://admin.indiaenvironmentportal.org.in/category/thesaurus/green-products