Although narcissists tend not to care about the societal benefits of pro-environmental activities, their attitudes change if their “green” behaviors are likely to be seen and admired by others, say Iman Naderi of Fairfield University and David Strutton of the University of North Texas. For example, narcissists considered an environmentally friendly laptop computer to be more attractive when they were told it was for use in public, rather than at home (3.7 versus 2.7 on a seven-point scale). Narcissism may be on the rise in the U.S., the researchers say: A nationwide analysis shows that college students’ scores on the Narcissistic Personality Inventory rose steadily between 1982 and 2009.

SOURCE:  Can normal narcissism be managed to promote green product purchases? Investigating a counterintuitive proposition

This blog first appeared on Harvard Business Review on 5/23/2014.

View our complete listing of Strategic HR blogs.