According to a study, when people feel they have been morally virtuous by saving the planet through their purchases of organic baby food, for example, it leads to the "licensing [of] selfish and morally questionable behaviour", otherwise known as "moral balancing" or "compensatory ethics".

Do Green Products Make Us Better People is published in the latest edition of the journal Psychological Science. Its authors, Canadian psychologists Nina Mazar and Chen-Bo Zhong, argue that people who wear what they call the "halo of green consumerism" are less likely to be kind to others, and more likely to cheat and steal.