The paradox of 'green to be seen': Green high-status shoppers excessively use (branded) shopping bags

Arianne J. van der Wal, Femke van Horen, Amir Grinstein

Research output: Contribution to journalArticlepeer-review

26 Scopus citations

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
Number of pages4
JournalInternational Journal of Research in Marketing
Volume33
Issue number1
DOIs
StatePublished - 1 Mar 2016
Externally publishedYes

Keywords

  • Evolutionary theory
  • Green marketing
  • Shopping bags
  • Status
  • Sustainability

ASJC Scopus subject areas

  • Marketing

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