英語閲讀：綠色購物是炫耀還是真心

While consumers are more likely to "go green" on the high street where they can be seen making altruistic choices, the privacy of online shopping brings out an entirely different behaviour.

當人們在商業街上購物時，通常會主動購買“綠色”商品，以在人前顯得自己頗具環保意識。但是，網上購物因為無人圍觀，後果就大不相同。

When people are not being watched by their peers they are more willing to shun the ethical products in favour of comfort and convenience.

當週圍沒有其他購物者時，人們就會無視那些環保產品，轉而關注使用更方便的產品。

The habit has been studied by Vladas Griskevicius, of the University of Minnesota's Carlson School of Management, who found eco-friendly shopping decisions are not always motivated by a social conscious.

明尼蘇達大學卡爾森管理學院教授Vladas Griskevicius發現，綠色購物的習慣並非受公德心驅使。

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.

他發現，在商店裏，人們會購買節能燈泡，但在網上購物時，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於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教授以豐田普鋭斯為例：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鋭斯旁邊的照片，雖然他們完全有能力支付更昂貴的.的汽車，然而選擇豐田普鋭斯不過是為了向公眾宣告他們很關心環境問題。

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.

研究也發現，人們更願意購買價格昂貴的綠色產品，體現他們有一定經濟能力來保護環境。

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於購買綠色產品以體現無私精神時，關上家門在網上購物就是另一回事了。

Groceries ? In the supermarket shoppers may be drawn to organic vegetables that are grown without chemical pesticides and are considered better for the environment. However, doing an online shop the cheaper option may seem more attractive.

食品雜貨——在超市裏人們購買不使用化學殺蟲劑的有機蔬菜，在網上他們卻會選擇更便宜的。

Nappies ? Some mothers feel under pressure to buy cloth nappies for their babies rather than contribute to landfill sites with the disposable kind. However, over the internet they may be tempted to stick with convenience.

尿布——媽媽們不得不放棄會導致垃圾場裏堆成山的一次性尿布，轉而購買布制的尿布。然而在網上就不會有這種壓力。

Televisions ? When buying televisions online shoppers tend to opt for the best bargain. However, when faced with energy efficiency labels in store, they may be persuaded to go for the greener option.

電視機——網上買電視機當然是選最便宜的了。然而在商店裏看到標有節能標籤的電視機，人們就可能選擇為綠色買單。