Is green the new sexy? Romantic of conspicuous conservation

Conspicuous conservation refers to pro-environmental activities that are intended as signals of some attractive quality of the actor. As some of these qualities are desirable in romantic partners, people may purchase green products or services to impress potential romantic partners. We propose that conspicuous conservation communicates generosity – a trait that is especially valued in long-term romantic partners. Two studies tested whether people's sustainable product preferences influence how they are perceived as romantic partners (Study 1), and whether actual product preferences are aligned with these perceptions (Study 2). Results from Study 1 suggest that people presented as having purchased green products are perceived as more generous and more attractive as long-term – but also short-term – romantic partners. Results from Study 2 suggest that individuals primed to think about a romantic context are no more likely to prefer sustainable products, suggesting an actor-observer discrepancy that potentially adds to the honesty of the conspicuous conservation signal. The potential communicative value of conspicuous conservation is discussed in relation to the literature on costly signaling, sexual selection, and green marketing.