6 Pages Posted: 29 Aug 2009 Last revised: 13 Jun 2014
Date Written: August 27, 2009
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.
Keywords: priming, licensing, moral regulation, altruism, honesty, cheating, consumer, purchase, green products, organic
Suggested Citation: 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: https://ssrn.com/abstract=1463018