Reusable Bags Make People Buy Organic - and Junk

Research on California shoppers revealed that those who brought reusable bags to the grocery store tended to buy organic versions of goods, but also were more likely to purchase items such as candy or chips. These findings demonstrate a key consumer psychology principle: licensing, or the perception that behaving well in a given situation gives one license to indulge or treat oneself. While the dollar value of the treat compared to the entire grocery basket is typically small, the item is often high in fat or calories - in other words, the cost is not as important to the consumer as the nature of the item itself. Implications for impulse purchases at the checkout stand, such as switching to organic cookies, are raised.