Studies of “green” and “nongreen” consumers show that the main driver of a person’s environmental impact is not their attitude. It is not their mode of consumption or the particular choices they make.[12] It’s their money.[13] If people have surplus money, they spend it. While you might persuade yourself that you are a green mega-consumer, in reality you are just a mega-consumer. This is why the environmental impacts of the very rich, however eco-friendly they may appear to be, are massively greater than those of everyone else.[14]
