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Are status and identity important for people buying sustainable products?

Ernst Noppers of the University of Groningen explains his research findings in an interview with BNR Nieuwsradio. Listen to the podcast here.

While buying solar panels or an electric car is often perceived as primarily a pro-environmental behavior, it also signifies being at the forefront of an innovative and exclusive consumer group. Ernst explains how he reveals these implicit motivations in his recent studies.