Just as a salad option on a menu increases the incidence of unhealthy orders, and national park visitors are less likely to support conservation charities later in life (as compared to hikers or backpackers), now buying green has been shown to increase bad behaviour.
It’s not all bad, though: merely being exposed to green products increases altruistic behaviourâ€”it’s purchasing said products that is shown to increase bad behaviour such as cheating and stealing.
From the paper’s Abstract:
Consumer choices not only reflect price and quality preferences but also social and moral values as witnessed in the remarkable growth of the global market for organic and environmentally friendly products. Building on recent research on behavioral priming and moral regulation, we find that mere exposure to green products and the purchase of them lead to markedly different behavioral consequences. In line with the halo associated with green consumerism, people act more altruistically after mere exposure to green than conventional products. However, people act less altruistically and are more likely to cheat and steal after purchasing green products as opposed to conventional products. Together, the studies show that consumption is more tightly connected to our social and ethical behaviors in directions and domains other than previously thought.