Buying green can be license for bad behaviour

Just being around green products can make us behave more altruistically, a new study to be published in a forthcoming issue of Psychological Science has found.

But buying those same products can have the opposite effect. Researchers found that buying green can lead people into less altruistic behaviour, and even make them more likely to steal and lie than after buying conventional products. Buying products that claim to be made with low environmental impact can set up “moral credentials” in people’s minds that give license to selfish or questionable behavior.

“This was not done to point the finger at consumers who buy green products. The message is bigger,” says Nina Mazar, a marketing professor at University of Toronto’s Rotman School of Management and a self-admitted green consumer. “At the end of the day, if we do one moral thing, IT doesn’t necessarily mean we will be morally better in other things as well.”

Mazar, along with her co-author Chen-Bo Zhong, an assistant professor of organizational behaviour at the Rotman School, conducted three experiments. The first found that people perceived green consumers to be more cooperative, altruistic and ethical than those who purchased conventional products. The second experiment showed that participants merely exposed to products from a green store shared more money in a subsequent experimental game, but those who actually made purchases in that store shared less. The final experiment revealed that participants who bought items in the green store showed evidence of lying and stealing money in a subsequent lab game.

But are people conscious of this moral green washing going on when they buy green products and, more importantly, the license they might feel to break ethical standards? Professors Mazar and Zhong don't know – and look forward to exploring that in further research.

The complete study is available at: http://www.rotman.utoronto.ca/newthinking/greenproducts.pdf .

For the latest thinking on business, management and economics from the Rotman School of Management, visit http://www.rotman.utoronto.ca/NewThinking .

The Rotman School of Management at the University of Toronto is redesigning business education for the 21st century with a curriculum based on Integrative Thinking. Located in the world’s most diverse city, the Rotman School fosters a new way to think that enables the design of creative business solutions. The School is currently raising $200 million to ensure Canada has the world-class business school it deserves.

Ken McGuffin
Manager, Media Relations
Rotman School of Management
Voice: (416) 946-3818
E-mail: mcguffin@rotman.utoronto.ca

Media Contact

Ken McGuffin EurekAlert!

More Information:

http://www.rotman.utoronto.ca

All latest news from the category: Studies and Analyses

innovations-report maintains a wealth of in-depth studies and analyses from a variety of subject areas including business and finance, medicine and pharmacology, ecology and the environment, energy, communications and media, transportation, work, family and leisure.

Back to home

Comments (0)

Write a comment

Newest articles

Lighting up the future

New multidisciplinary research from the University of St Andrews could lead to more efficient televisions, computer screens and lighting. Researchers at the Organic Semiconductor Centre in the School of Physics and…

Researchers crack sugarcane’s complex genetic code

Sweet success: Scientists created a highly accurate reference genome for one of the most important modern crops and found a rare example of how genes confer disease resistance in plants….

Evolution of the most powerful ocean current on Earth

The Antarctic Circumpolar Current plays an important part in global overturning circulation, the exchange of heat and CO2 between the ocean and atmosphere, and the stability of Antarctica’s ice sheets….

Partners & Sponsors