According to a study, when people feel they have been morally virtuous by saving the planet through their purchases of organic baby food, for example, it leads to the “licensing [of] selfish and morally questionable behaviour”, otherwise known as “moral balancing” or “compensatory ethics”.
Do Green Products Make Us Better People is published in the latest edition of the journal Psychological Science. Its authors, Canadian psychologists Nina Mazar and Chen-Bo Zhong, argue that people who wear what they call the “halo of green consumerism” are less likely to be kind to others, and more likely to cheat and steal. “Virtuous acts can license subsequent asocial and unethical behaviours,” they write.
The pair found that those in their study who bought green products appeared less willing to share with others a set amount of money than those who bought conventional products. When the green consumers were given the chance to boost their money by cheating on a computer game and then given the opportunity to lie about it – in other words, steal – they did, while the conventional consumers did not. Later, in an honour system in which participants were asked to take money from an envelope to pay themselves their spoils, the greens were six times more likely to steal than the conventionals.
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How going green may make you mean | Environment | The Guardian
Hysterical! Sustainability does need attention to people’s localized, cultural relations to social networks, resource use and ecosystems- because transitioning to sustainable living en masse is a pretty big cultural endeavour, old habits for new etc. Green branding as fad otoh, tends to be so irrelevant or damaging to real sustainability it’s a waste of time.
(via thesustainable)
