Buying green and local products is one of those things that makes you a better person, right? Right?
Um, maybe not.
There’s also the risk that these lifestyle choices will make us complacent, sapping the drive to call senators and chain ourselves to coal plants. Tweaking your shopping list, the argument goes, is at best woefully insufficient and maybe even counterproductive.
But new research by Nina Mazar and Chen-Bo Zhong at the University of Toronto levels an even graver charge: that virtuous shopping can actually lead to immoral behavior. In their study (described in a paper now in press at Psychological Science), subjects who made simulated eco-friendly purchases ended up less likely to exhibit altruism in a laboratory game and more likely to cheat and steal.
