No one wants to knowingly buy products made with child labor or that harm the environment.
But a new study shows that we also don’t want to work too hard to find out whether our favorite products were made ethically. And we really don’t like those good people who make the effort to seek out ethically made goods when we choose not to.
In fact, we denigrate consumers who act more ethically than we do, seeing them as less fashionable and more boring. Worst of all, seeing others act ethically when we don’t undermines our commitment to pro-social values.