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

中文翻译：

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绿色是新的性感吗？显眼保护的浪漫好处

摘要 引人注目的保护是指旨在作为行为者某些有吸引力品质的信号的亲环境活动。由于其中一些品质是浪漫伴侣所需要的，人们可能会购买绿色产品或服务来打动潜在的浪漫伴侣。我们认为，显眼的保护传达了慷慨——这种特质在长期浪漫的伴侣中尤其受到重视。两项研究测试了人们对可持续产品的偏好是否会影响他们被视为浪漫伴侣的方式（研究 1），以及实际产品偏好是否与这些看法一致（研究 2）。研究 1 的结果表明，被认为购买了绿色产品的人作为长期（但也包括短期）的浪漫伴侣更慷慨、更有吸引力。研究 2 的结果表明，准备好考虑浪漫环境的个人不太可能更喜欢可持续产品，这表明行为者与观察者之间的差异可能会增加显眼的保护信号的真实性。显着保护的潜在交流价值将结合有关昂贵信号、性选择和绿色营销的文献进行讨论。