The Paradox of 'Green to be Seen': Green High-Status Shoppers Excessively Use (Branded) Shopping Bags

A.J. van der Wal, F. Van Horen, A. Grinstein

Research output: Contribution to JournalArticleAcademicpeer-review

Abstract

This research conceptually replicates, in a real-world setting, prior lab findings showing that status motives make people publicly display sustainable behavior. The results show that shoppers of a high-status sustainable grocery chain display sustainable shopping more by using branded shopping bags than shoppers of a lower-status chain. Extending previous findings, we demonstrate the non-sustainable costs of acting sustainably for status reasons: high-status "green" shoppers are more likely to buy new bags rather than bring their own.
Original languageEnglish
Pages (from-to)216-219
JournalInternational Journal of Research in Marketing
Volume33
Issue number1
DOIs
Publication statusPublished - 2016

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