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Buy Local, Act Evil

December 14, 2009

By Rebecca Tuhus-Dubrow
from Slate

As the owner of several energy-efficient light bulbs and a recycled umbrella, I’m familiar with the critiques of “ethical consumption.” In some cases, it’s not clear that ostensibly green products are better for the environment. 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.

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