chapter  17
Recurring Themes on Sustainable Behavior and Their Implications for Intervention
Pages 8

Whereas social norms approaches emphasize compliance with the (perceived) group norm arguing for conformity with the behavior of relevant others, Miller, from his evolutionary psychological perspective, takes exactly the opposite line of reasoning, emphasizing distinctiveness and display value. He argues that green behavior is most likely to be promoted if it can travel on the trait-signaling instincts of people. He argues that sustainable behavior is most likely to be engaged in when it provides people with an opportunity to show off their superiority to others or when it is seen as a possession of highly valued fundamental traits such as high intelligence, agreeableness, conscientiousness, and so on.