I guess there is some truth in this which we might not would like to admit. Our whole drive towards sustainability or being green is also a way to differentiate ourselves from others. This is the beginning of the article:
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While consumers are more likely to “go green” on the high street where they can be seen making altruistic choices, the privacy of online shopping brings out an entirely different behaviour.
When people are not being watched by their peers they are more willing to shun the ethical products in favour of comfort and convenience, the report says.
The habit has been studied by Vladas Griskevicius, of the University of Minnesota’s Carlson School of Management, who found eco-friendly shopping decisions are not always motivated by a social conscious.
Read the complete article here:
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