"Conspicuous Conservation" and the Prius Effect
This month, Toyota sold its one millionth Prius hybrid in the U.S. In 10 years, this strange-looking vehicle with the revolutionary engine has claimed a spot among the best-selling cars. Pretty impressive. But are all those Prius owners thinking mainly about better mileage and a smaller carbon footprint, or is there another incentive at work? More broadly: when people make environmentally sound choices, how much are those choices driven by the consumers’ desire to show off their green bona fides?
Two young economists, Steve and Alison Sexton, have been looking into this question. (Not only are the Sextons twins, but their parents are also economists, and Steve is a competitive triathlete.) The result is an interesting draft paper called “Conspicuous Conservation: The Prius Effect and WTP [Willingness to Pay] for Environmental Bona Fides.” When you drive a Prius, the Sextons argue, there’s a “green halo” around you. You make new friends; you get new business opportunities. In an especially “green” place like Boulder, Colo., the effect could be worth as much as $7,000.
The Sextons focused on the distinctive design of the Prius — which was no accident. Honda, Ford, Nissan and other car makers sell hybrids, but you can’t pick them out on the road (the Civic hybrid, for instance, looks just like a Civic). The Prius is unmistakable. It marks whoever is driving it as someone who cares about the environment; it’s an act of “conspicuous conservation,” an update of Thorstein Veblen’s “conspicuous consumption.” Here’s how Steve Sexton describes it:
SEXTON: A sort of “keeping up with the Joneses”-type concept but applied to efforts to make society better. I will be competing with my neighbors to donate to a charity, for instance, or to reduce energy conservation or environmental impacts.