You’re in the supermarket. Imported beef mince, shrink-wrapped vegetables and cleaning spray are already in your basket. Then you toss in some organic apples and feel a flicker of moral relief. Surely that small green gesture lightens the load?
Not quite. Objectively, every extra product increases your carbon footprint. But psychology research reveals a curious illusion: when we add eco-friendly items, we often judge our shopping basket as having less impact on our carbon footprint than before.
