What you shop for in food items may leave a sign of the kind of person you are, researchers say and go on to explain that those who buy organic food are not so kind and helpful to others.
Offering a rationale, researchers explained that organic food affords a greater sense of security and reduces the need to act with more kindness. Also, people on organic food tend to hold strong views and judgments on immoral behavior. On the contrary, those who like comfort foods were found to be more social. They also adopted a milder approach towards moral behavior.
'The possibility is that those who simply purchase organic products will be less likely to engage in other meaningful acts of environmental protection. Although organic products are indubitably environmentally sound and ethical choices, perhaps milder, more subtle advertisements could help promote the beneficial qualities of these products without inadvertently inducing moral licensing in its consumers,' said psychologists.