Green and mean?

Do Green Products Make Us Better People was published in the April 2010 issue of 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.

According to the 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 behavior", otherwise known as "moral balancing" or "compensatory ethics".

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 honor 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.

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.