Is Buying Green a Moral Offset?

Photo via Flikr user <a href="http://www.flickr.com/photos/eric731/">eric731</a>.

Fight disinformation: Sign up for the free Mother Jones Daily newsletter and follow the news that matters.


While consumers can restore their eco-ego through carbon offset programs after buying an SUV or plane ticket, new research suggests that buying green products functions as a type of “moral offset.”

Researchers at the University of Toronto questioned the assumption that the “green consumer” is also socially responsible and a humanitarian. The study found that making environmentally responsible consumer choices leads people to make unethical decisions (or at least not as nice ones) later on:

“the halo associated with green consumerism has to be taken with reservations. While mere exposure to green products can have a positive societal effect by inducing pro-social and ethical acts, purchasing green products may license indulgence in self-interested and unethical behaviors.”

The researchers conducted three experiments in which students were asked to purchase or evaluate green products, or buy conventional ones, and then participate in an “unrelated” task. In each experiment, students who didn’t buy green products acted more altruistically and honestly in the second task than those who did. In the words of the researchers, “people act less altruistically and are more likely to cheat and steal after purchasing green products as opposed to conventional products.” However, if you consider that 98 percent of so-called “green products” are based on misleading claims, then that moral high ground is even shakier.

So are Prius drivers and folks who drink organic, fairly traded coffee not as nice as those driving a conventional sedan and drinking Starbucks? Seems like a question to ask the Girl Scouts and Salvation Army: Are people more generous in front of Safeway or Whole Foods?

We've never been very good at being conservative.

And usually, that serves us well in doing the ambitious, hard-hitting journalism that you turn to Mother Jones for. But it also means we can't afford to come up short when it comes to scratching together the funds it takes to keep our team firing on all cylinders, and the truth is, we finished our budgeting cycle on June 30 about $100,000 short of our online goal.

This is no time to come up short. It's time to fight like hell, as our namesake would tell us to do, for a democracy where minority rule cannot impose an extreme agenda, where facts matter, and where accountability has a chance at the polls and in the press. If you value our reporting and you can right now, please help us dig out of the $100,000 hole we're starting our new budgeting cycle in with an always-needed and always-appreciated donation today.

payment methods

We've never been very good at being conservative.

And usually, that serves us well in doing the ambitious, hard-hitting journalism that you turn to Mother Jones for. But it also means we can't afford to come up short when it comes to scratching together the funds it takes to keep our team firing on all cylinders, and the truth is, we finished our budgeting cycle on June 30 about $100,000 short of our online goal.

This is no time to come up short. It's time to fight like hell, as our namesake would tell us to do, for a democracy where minority rule cannot impose an extreme agenda, where facts matter, and where accountability has a chance at the polls and in the press. If you value our reporting and you can right now, please help us dig out of the $100,000 hole we're starting our new budgeting cycle in with an always-needed and always-appreciated donation today.

payment methods

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate