Reusable-Bag Users May Reward Themselves with More Junk Food

For every good deed, people feel they have license to do a little bad. For shoppers who bring reusable bags, that may just mean some extra chips in the shopping cart.

We like to reward ourselves for good behavior. We go for a walk outside and reward ourselves with a soda. Even when we bring our own reusable grocery bags, a recent study has shown people tend to reward themselves with some extra junk food.

Uma R. Karmarkar told Harvard Business Review in an interview there's a precedent for this kind of thing:

"Similar research has also been done on health decisions. I get a Diet Coke; I treat myself to a hamburger. In this case bringing a bag makes you think you’re environmentally friendly, so you get some ice cream. You feel you’ve earned it."

Karmarkar and colleague Bryan Bollinger retrieved mounds of data from customer loyalty cards from one location of a California grocery-store chain. After analyzing close to 1 million transactions, the researchers zeroed in on shoppers who brought their own bags (signified by a discount subtracted from the bill). The researchers cut out any transactions that weren't, what they considered, part of a weekly shopping trip.

They found that those who used reusable bags tended to continue their do-gooder trends. People who brought reusable bags were 0.25 percent more likely to buy organic. However, for every good deed there should be a reward, right? So, those who brought reusable bags were also 1.25 percent more likely to add chips and candy to their shopping cart.

The researchers admit that these numbers aren't terribly high, but it's a good example of what consumer psychologists like to call “licensing.” You do something good, so now you can do something bad. It's interesting, however, as “the licensing elements of these results are highly dependent on that motivation arising from the shoppers making a choice for themselves, rather than being directed into it by others,” which grocery stores have been known to do. Food manufacturers often manipulate the shape of containers to make it more appealing to pick up and buy. But this choice is without coercion on any company's part.

Read more about the study at the Harvard Business Review and read the full study here.

Photo Credit: Shutterstock

Big Think
Sponsored by Lumina Foundation

Upvote/downvote each of the videos below!

As you vote, keep in mind that we are looking for a winner with the most engaging social venture pitch - an idea you would want to invest in.

Keep reading Show less

The philosophy of tragedy & the tragedy of philosophy - with Simon Critchley

Tragedy in art, from Ancient Greece to Breaking Bad, resists all our efforts to tie reality up in a neat bow, to draw some edifying lesson from it. Instead it confronts us with our own limitations, leaving us scrabbling in the rubble of certainty to figure out what's next.

Think Again Podcasts
  • Why democracy has been unpopular with philosophers
  • Tragedy's reminder that the past isn't finished with us
  • …and why we need art in the first place
Keep reading Show less

A bionic lens undergoing clinical trials could soon give you superhuman abilities

We're talking Ghost in the Shell type of stuff. 


Maybe you watched Ghost in the Shell and maybe afterwards you and your friend had a conversation about whether or not you would opt in for some bionic upgrades if that was possible - like a liver that could let you drink unlimitedly or an eye that could give you superhuman vision. And maybe you had differing opinions but you concluded that it's irrelevant because the time to make such choices is far in the future. Well, it turns out, it's two years away.

Keep reading Show less

Why Lil Dicky made this star-studded Earth Day music video

"Earth" features about 30 of the biggest names in entertainment.

Culture & Religion
  • Lil Dicky is a rapper and comedian who released his debut album in 2015.
  • His new music video, "Earth," features artists such as Justin Bieber, Ariana Grande, Ed Sheehan, Kevin Hart, and Leonardo DiCaprio.
  • All proceeds of the music video will go to environmental causes, Dicky said.
Keep reading Show less