Imagine you're on a new health kick and you've decided to start bringing your lunch instead of buying it every day. After all, not only is takeout food expensive and often unhealthy, it's also bad for the environment! You have some old plastic containers at home, but you also have your eye on a new eco-friendly lunch container that's made of sustainable materials. Which do you choose?
The answer might be obvious, but it's worth stating: If you're worried about being environmentally friendly, you should use what you already have. Still, the cultural pressure to buy green instead of reusing what we've got is pretty intense. Now, a new study of millennials explains how materialism affects pro-environmental behavior — and if you've ever felt like the pressure to buy green just makes you buy more random stuff, you're on to something.