Byob: How Bringing Your Own Shopping Bags Leads to Indulging Yourself and the Environment

Uma R. Karmarkar, Harvard Business School, USA
Bryan Bollinger, Stern School of Business, New York University, USA
Bringing used, or reusable, bags to the grocery store could potentially prime a variety of shopping goals. Using experimental and empirical methods, we find that while this behavior encourages similarly “green” organic food purchases, it also paves the way for purchases of indulgent or unhealthy foods like chips and desserts.
[ to cite ]:
Uma R. Karmarkar and Bryan Bollinger (2013) ,"Byob: How Bringing Your Own Shopping Bags Leads to Indulging Yourself and the Environment", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.