绿色购物：是炫耀还是真心？

While consumers are more likely to "go green" on the high street where they can be seen making altruistic choices, the privacy of online shopping brings out an entirely different behaviour.
当人们在商业街上购物时，通常会主动购买“绿色”商品，以在人前显得自己颇具环保意识。但是，网上购物因为无人围观，后果就大不相同。

When people are not being watched by their peers they are more willing to shun the ethical products in favour of comfort and convenience.
当周围没有其他购物者时，人们就会无视那些环保产品，转而关注使用更方便的产品。

The habit has been studied by Vladas Griskevicius, of the University of Minnesota's Carlson School of Management, who found eco-friendly shopping decisions are not always motivated by a social conscious.
明尼苏达大学卡尔森管理学院教授Vladas Griskevicius发现，绿色购物的习惯并非受公德心驱使。

He discovered that people were more likely to buy energy efficient light bulbs from the shops, but tended to opt for the old-fashioned type online.
他发现，在商店里，人们会购买节能灯泡，但在网上购物时，人们就会选择老式灯泡。

"Many green purchases are rooted in the evolutionary idea of competitive altruism, the notion that people compete forstatus by trying to appear more altruistic," he said.
“绿色购物的习惯其实根植于宣扬公德心而导致的攀比，人们以此作为显示地位的方式。”

Mr Griskevicius picks out the Toyota Prius car as a prime example. Celebrities including Leonardo DiCaprio and Cameron Diaz have been photographed behind the wheel of a Prius, despite being well able to afford a more powerful and expensive car, sending the message that they are concerned for the environment.
Griskevicius教授以丰田普锐斯为例：莱昂纳多·迪卡普里奥和卡梅伦·迪亚兹这样的明星都曾拍过站在丰田普锐斯旁边的照片，虽然他们完全有能力支付更昂贵的的汽车，然而选择丰田普锐斯不过是为了向公众宣告他们很关心环境问题。

The study also showed that people were often more willing to buy green products when they were the most expensive option, because it showed they could afford to be caring.
研究也发现，人们更愿意购买价格昂贵的绿色产品，体现他们有一定经济能力来保护环境。

While shoppers are more likely to buy environmentally friendly products on the high street where they can be seen to make the selfless choice, but behind closed doors it is a different matter.
当大庭广众下的购物者更倾向于购买绿色产品以体现无私精神时，关上家门在网上购物就是另一回事了。

Groceries – In the supermarket shoppers may be drawn to organic vegetables that are grown without chemical pesticides and are considered better for the environment. However, doing an online shop the cheaper option may seem more attractive.
食品杂货——在超市里人们购买不使用化学杀虫剂的有机蔬菜，在网上他们却会选择更便宜的。

Nappies – Some mothers feel under pressure to buy cloth nappies for their babies rather than contribute to landfill sites with the disposable kind. However, over the internet they may be tempted to stick with convenience.
尿布——妈妈们不得不放弃会导致垃圾场里堆成山的一次性尿布，转而购买布制的尿布。然而在网上就不会有这种压力。

Televisions – When buying televisions online shoppers tend to opt for the best bargain. However, when faced with energy efficiency labels in store, they may be persuaded to go for the greener option.
电视机——网上买电视机当然是选最便宜的了。然而在商店里看到标有节能标签的电视机，人们就可能选择为绿色买单。