>
> On Mar 17, 2010, at 1:42 PM, Wojtek S wrote:
>
> [WS:] It could well be that this is a spurious connection. People who can
>> afford to be "green consumers" tend to be more of upper middle class or
>> "yuppie" background than people who buy conventional products (which are
>> far
>> less expensive.) So what the authors attribute to be a "going green"
>> effect
>> is in fact an effect of upper class arrogance.
>>
>
> Well, no. If you read the paper:
>
> <
> http://www.rotman.utoronto.ca/facbios/file/MazarZhong_PS_GreenProducts.pdf
> >
>
> you find that this was on the basis of experiments on college students.
>
> The authors conclude: "The significant interaction supports our
> predictions. Green products embody social considerations such that mere
> exposure to them increases subsequent pro-social behavior. However, acting
> upon one’s values establishes moral credentials that can subsequently
> license deviating behavior."
>
> Doug
>
>
>
There you go expecting people to read stuff, again.
The study is pretty depressing, iyam.
I still think it would be interesting to see what would happen if you primed people in different ways and then see how they behave in the stores.
j