The present paper extends existing research on materialism by uncovering a new layer of materialistic consumption. Not only product features but also the signaling capacity of rare personality traits by means of consumption can be used to explain materialistic consumer choice. This mechanism might even apply to domains traditionally considered to be incompatible with materialism such as green consumption, the purchase and use of environmentally friendly and ethical products. Across two studies, we document the role of perceived scarcity of attributed personality traits. That is, materialists that perceive "green personality traits" to be rare show a stronger preference towards green products.