‘It is one thing to show a man that he is in error, and another to put him in possession of the truth.’ –Locke
For two years the researchers tracked transactions at a supermarket in America. Perhaps unsurprisingly, shoppers who brought their own bags bought more green products than those who used the store’s bags. But the eco-shoppers were also more likely to buy sweets, ice cream and crisps. Psychologists call this sort of behaviour “moral licensing”: the tendency to indulge yourself for doing something virtuous. […]
A study from 2011 on water-conservation in Massachusetts shows how. In the experiment, some 150 apartments were divided into two groups. Half received water-saving tips and weekly estimates of their usage; the other half served as a control. The households that were urged to use less water did so: their consumption fell by an average of 6% compared with the control group. The hitch was that their electricity consumption rose by 5.6%. The moral licensing was so strong, in other words, that it more or less outweighed the original act of virtue.
art { Malcolm Levy }
