"Why do people buy green products? A new study (h/t: Charlotta Mellander) finds that green purchases are less about energy savings or cost savings and more about image. Prius owners pay a significant premium over many conventional fuel-efficient cars. When asked about the top motivating factors behind their purchase, the comment, "makes a statement about me" was at the top of the list, while "higher fuel economy" came in third, and "lower emissions," fifth. " (Quoted from article)