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How reusable bags change shopping decisions

July 8, 2015

How reusable bags change shopping decisions

Taking reusable bags to the supermarket can help identify the environmentally friendly shopper but a new study has now discovered the products they are more likely to buy.

New research in the Journal of Marketing reveals unsurprisingly that shoppers who take their own bags are more likely to purchase organic food – and more surprisingly, junk food as well.

The study describes: "Grocery store shoppers who bring their own bags are more likely to purchase healthy food. But those same shoppers often feel virtuous, because they are acting in an environmentally responsible way.

“That feeling easily persuades them that, because they are being good to the environment, they should treat themselves to cookies or potato chips or some other product with lots of fat, salt, or sugar."

The study by Uma R. Karmarkar of Harvard University and Bryan Bollinger of Duke University is one of the first to demonstrate that bringing reusable grocery bags causes significant changes in food purchasing behaviour.

Read more at Click Green.

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