Friday, February 05, 2010

Being Good

I received a couple of bars of fair trade dark chocolate for Christmas from a friend. Since I find it impossible to toss out anything that has writing on it without first reading it, I spent some time reading up the inside of the wrapper. It went on at length about all the good things the buyer of this bar of chocolate was doing for the environment, the farmers and for themselves. The feel-good factor of the copy abnormally high or maybe it felt that way because of the mood enhancing properties of the chocolate itself.

I take pride (very foolishly I am sure) in that I cannot be manipulated my marketeers and sales people to buy things I did not want to buy in the first place. The imperviousness clearly has its limits. If I had to choose between a bar of generic, mass-produced chocolate and something like this pristine fair-trade number, I would most likely settle for the later - all other things being equal. I think the word used to describe this buyer behavior is eco-consumerism. I would no doubt be attributing my choice to the superior taste and quality. Subliminally the message about me being good and kind to others, myself and the planet would have played a big part in the decision.

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