Abstract

http://ssrn.com/abstract=1463018
 
 

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Last comment: March 16, 2010

 


 



Do Green Products Make Us Better People?


Nina Mazar


University of Toronto - Joseph L. Rotman School of Management

Chen-Bo Zhong


University of Toronto - Rotman School of Management

August 27, 2009

Psychological Science, Vol. 21, No. 4, pp. 494-498, 2010

Abstract:     
Consumer choices not only reflect price and quality preferences but also social and moral values as witnessed in the remarkable growth of the global market for organic and environmentally friendly products. Building on recent research on behavioral priming and moral regulation, we find that mere exposure to green products and the purchase of them lead to markedly different behavioral consequences. In line with the halo associated with green consumerism, people act more altruistically after mere exposure to green than conventional products. However, people act less altruistically and are more likely to cheat and steal after purchasing green products as opposed to conventional products. Together, the studies show that consumption is more tightly connected to our social and ethical behaviors in directions and domains other than previously thought.

Number of Pages in PDF File: 6

Keywords: priming, licensing, moral regulation, altruism, honesty, cheating, consumer, purchase, green products, organic

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Date posted: August 29, 2009 ; Last revised: June 13, 2014

Suggested Citation

Mazar, Nina and Zhong, Chen-Bo, Do Green Products Make Us Better People? (August 27, 2009). Psychological Science, Vol. 21, No. 4, pp. 494-498, 2010. Available at SSRN: http://ssrn.com/abstract=1463018

Contact Information

Nina Mazar (Contact Author)
University of Toronto - Joseph L. Rotman School of Management ( email )
105 St. George Street
Toronto, Ontario M5S 3E6
Canada
+1 (416) 946-5650 (Phone)
+1 (416) 978-5433 (Fax)
HOME PAGE: http://rotman.utoronto.ca/nina.mazar

Chen-Bo Zhong
University of Toronto - Rotman School of Management ( email )
105 St. George Street
Toronto, Ontario M5S 3E6
Canada

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