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

doi:10.1016/j.ijresmar.2015.11.004

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 journal › Article › peer-review

38 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 language	English
Pages (from-to)	216-219
Number of pages	4
Journal	International Journal of Research in Marketing
Volume	33
Issue number	1
DOIs	https://doi.org/10.1016/j.ijresmar.2015.11.004
State	Published - 1 Mar 2016
Externally published	Yes

Keywords

Evolutionary theory
Green marketing
Shopping bags
Status
Sustainability

ASJC Scopus subject areas

Marketing

Access to Document

10.1016/j.ijresmar.2015.11.004

Cite this

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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.",

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AU - van Horen, Femke

AU - Grinstein, Amir

PY - 2016/3/1

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N2 - 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.

AB - 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.

KW - Evolutionary theory

KW - Green marketing

KW - Shopping bags

KW - Status

KW - Sustainability

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

Abstract

Keywords

ASJC Scopus subject areas

Access to Document

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