This dissertation includes three essays on the underlying motives of consumers demanding eco-friendly environmental goods. The first essay estimates how the visibility of such environmental goods influences demand via social rewards that are garnered by consumers and change as a good's market evolves. We run an online RCT that generates variation in price, purchase visibility, and perceived market penetrations of carbon offsets -- an environmental good. We show that social rewards increase willingness-to-pay (WTP) by 87% for environmental goods which are seen as having near-0% market penetration. This effect dissipates quickly for goods which are seen as more common, dropping below 15% for market penetrations of 12-50%. Consequently, we show that subsidies for carbon mitigation should be set \$10 below the social cost of carbon for uncommon goods, sloping upwards in market penetration as social rewards disappear and consumer WTP for carbon mitigation decreases. The second essay examines the extent to which ideology influences consumer WTP for an environmental good and, consequently, private and social welfare. Using Texas vehicle registrations, we estimate that WTP for the Tesla brand falls by \$12,000 among Democrat ZIPs and moderate ZIPs from 2021Q1 through 2025Q1. We show that the steepest falls in WTP for Teslas correspond to CEO Elon Musk's Republican political involvement. We observe a particularly sharp fall in WTP for Teslas of \$8,000 during Musk's involvement in the 2024 election. Consequently, we estimate that Musk's 2024 election involvement leads Tesla revenues to fall \$2.3 billion per year in the U.S.A. Democrat and moderate consumers substituted primarily to gas vehicles, leading annual damages from vehicular carbon emissions to rise by \$32 million and private surplus to fall by \$1.6 billion per year. The final essay studies rising groundwater drought risk to investigate how a shock to the quality of private groundwater wells impacts demand for publicly supplied piped water. We estimate that an unexpected major groundwater drought in Bangalore permanently increased residents' willingness-to-pay to live near the pipe network by 0.4% of monthly rents per 100m. We show consequently that new residential construction projects that are close to the piped water network increased by 25-51% relative to those that are farther. We find that this housing market adjustment recovers 20% of the welfare gains of expanded pipe access at just 2.4% the cost.
