Buying green could help to rescue the planet, but a new study suggests that this might encourage people to cheat, steal and be selfish.
In an article to be published in an upcoming edition of Psychological Science, two researchers at the University of Toronto, Nina Mazar and Chen-Bo Zhong, focused on the behavior of students having to choose between green products, yogurt as organic and biodegradable detergent, or conventional items. Researchers found that students who have opted for green products were subsequently less likely to act altruistically than those who were simply exposed to environmentally friendly products.
According to Ms. Mazar, assistant professor of marketing at the Rotman School of Management, University of Toronto, this study is based on the principle of "moral regulation", wishing that people are, consciously or not, a balance between poor actions and good.
As part of an experiment, students were directed to Web sites of two stores offering mainly green items or conventional products. Some participants then had to think critically about products offered. The others had the task of making purchases.
Each student had six dollars. They had to share the money with another person, keeping for themselves the money they were not given.
Those who were simply exposed to environmental articles have given more money than those who found themselves in the presence of conventional products. However, the reverse was true in the case of students who have made purchases.
Edited by Armen Hareyan
Source: Canadian Press,
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