綠色購物出于真心還是炫耀?

        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。

　　他發(fā)現(xiàn)，在商店里，人們會購買節(jié)能燈泡，但在網(wǎng)上購物時，人們就會選擇老式燈泡。

　　"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。

　　“綠色購物的習慣其實根植于宣揚公德心而導致的攀比，人們以此作為顯示地位的方式。”

　　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教授以豐田普銳斯為例：萊昂納多·迪卡普里奧和卡梅倫·迪亞茲這樣的明星都曾拍過站在豐田普銳斯旁邊的照片，雖然他們完全有能力支付更昂貴的的汽車，然而選擇豐田普銳斯不過是為了向公眾宣告他們很關心環(huán)境問題。

　　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。

　　研究也發(fā)現(xiàn)，人們更愿意購買價格昂貴的綠色產(chǎn)品，體現(xiàn)他們有一定經(jīng)濟能力來保護環(huán)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。

　　當大庭廣眾下的購物者更傾向于購買綠色產(chǎn)品以體現(xiàn)無私精神時，關上家門在網(wǎng)上購物就是另一回事了。