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