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

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

International Journal of Research in Marketing, 2016, vol. 33, issue 1, 216-219

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.

Keywords: Sustainability; Evolutionary theory; Status; Green marketing; Shopping bags (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:33:y:2016:i:1:p:216-219

DOI: 10.1016/j.ijresmar.2015.11.004

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