Blessed are the self-righteous

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A couple of interesting consumer behaviour studies crossed my desk recently regarding ethical consumerism. It seems that ethical consumerism is similar to other types of consumers such that those people who drive poorly because they have a safe car.

It also changes the dynamics and the trade-offs for governments trying to encourage green behaviour such as energy conservation as they may actually incrementally increase consumption by playing to the consumers perceived halo effect. It is the kind of fuel for thought that behavioural economists such as Predictably Irrational author Dan Ariely work through.