Hi all, Does buying “green” products contribute to our psychological well-being? According to research by Helm et al (2019), it doesn’t. In contrast, buying less is associated with lower psychological distress. Sabrina Helm, the study’s lead author, suggests that in our attempts to be more sustainable with our purchases, we have two considerations: one is the material composition of the products that we buy and the other is the overall volume of what we are purchasing. In terms of overall volume, we can consume less, repair items when they break, and avoid impulse purchases. The problem is that when we focus on buying “green," that is, purchasing products that have a more sustainable composition, we are still accumulating possessions, and that is linked to materialism. Helm states that reduced consumption, on the other hand, is not related to materialism and does involve an actual lifestyle change. It is also associated with greater well-being because when people do not feel burdened by their possessions, they feel a sense of psychological relief. “Green” buying still involves buying more stuff, so it doesn’t have the same alleviating effect.
One of the most powerful ways to encourage buying less is through social norms. We can be leaders in our own social groups by keeping our phones for a long time or following the French style and buying a few more expensive clothes that last. We can also embrace the trend of buying secondhand. There is less of a taboo now to shop at thrift stores and that is an exciting development. Finally, we can link buying less not only to psychological well-being but also to financial health. Consider that as you shop for gifts this holiday season! To read the full Behavioral Psychologist’s interview with Sabrina Helm, click here.
One of the most powerful ways to encourage buying less is through social norms. We can be leaders in our own social groups by keeping our phones for a long time or following the French style and buying a few more expensive clothes that last. We can also embrace the trend of buying secondhand. There is less of a taboo now to shop at thrift stores and that is an exciting development. Finally, we can link buying less not only to psychological well-being but also to financial health. Consider that as you shop for gifts this holiday season! To read the full Behavioral Psychologist’s interview with Sabrina Helm, click here.
