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

Author

Listed:
  • van der Wal, Arianne J.
  • van Horen, Femke
  • Grinstein, Amir

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.

Suggested Citation

  • van der Wal, Arianne J. & van Horen, Femke & Grinstein, Amir, 2016. "The paradox of ‘green to be seen’: Green high-status shoppers excessively use (branded) shopping bags," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 216-219.
    • Handle: RePEc:eee:ijrema:v:33:y:2016:i:1:p:216-219
    DOI: 10.1016/j.ijresmar.2015.11.004
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    Citations

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    Cited by:

    1. Rita Abdel Sater, 2021. "Essays on the application of behavioural insights to environmental policy [Essais sur l’application des connaissances comportementales aux politiques environnementales]," SciencePo Working papers tel-03450909, HAL.
    2. Afzaal Ali & Guo Xiaoling & Adnan Ali & Mehkar Sherwani & Farhan Muhammad Muneeb, 2019. "Customer motivations for sustainable consumption: Investigating the drivers of purchase behavior for a green‐luxury car," Business Strategy and the Environment, Wiley Blackwell, vol. 28(5), pages 833-846, July.
    3. Michal Carrington & Andreas Chatzidakis & Helen Goworek & Deirdre Shaw, 2021. "Consumption Ethics: A Review and Analysis of Future Directions for Interdisciplinary Research," Journal of Business Ethics, Springer, vol. 168(2), pages 215-238, January.
    4. Dixon, Darcie & Mikolon, Sven, 2021. "Cents of self: How and when self-signals influence consumer value derived from choices of green products," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 365-386.
    5. Li Yan & Hean Tat Keh & Xiaoyu Wang, 2021. "Powering Sustainable Consumption: The Roles of Green Consumption Values and Power Distance Belief," Journal of Business Ethics, Springer, vol. 169(3), pages 499-516, March.

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