Frugality is the only way to win praise when you receive public aid, says a University of British Columbia study of the intersection of thrift and pro-social choices. “We discovered a double standard where people are judged differently for making identical choices, depending on where their money comes from,” said Darren Dahl, author of the study and senior associate dean of the UBC business school. The researchers asked 1,300 Americans their views about buying food, such as including organic food in a purchase, and renting a car.
“They found that people reliant on government assistance are only praised when they’re frugal, and are seen as less moral if they go for ethical but more expensive products,” said a UBC release. Wealthier shoppers were regarded as more moral when they chose the more expensive product.
One of the five studies conducted by the researchers “found that people were also less likely to donate to a charity if the meals it provides are organic.”