Words by Lotte Jeffs.
It is a truth universally acknowledged that the cupboard under the world’s sink is shamefully stuffed full of plastic bags because the world always forgets to take its eco ones with it to the supermarket.
But before you chastise yourself any further for single-handedly destroying the planet every time you pop to the shops for a pint of almond milk, know this: Your worthy canvas tote could be making you fat.
Image: Ashish, s/s 2014 - Getty
A two-year study by Harvard Business School of California-based shoppers has revealed that the feelings of ‘goodness’ brought on by carrying a ‘Bag for Life’ subconsciously influence your buying choices and mean you are more likely to reward yourself for being an eco warrior by purchasing ‘bad’ food such as crisps, chocolate and 12 bottles of Malbec.
Yes, really.
The report’s authors explain: '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 […] products with lots of fat, salt, or sugar.'
Of course, the whole survey could just be bags of rubbish… But we’ll certainly be watching ourselves in the biscuit aisle from now on.
