Consuming Green, Living Green: Boundary Conditions of the Licensing Effect

Marijn H. C. Meijers, ASCoR, University of Amsterdam, The Netherlands
Peeter Verlegh, University of Amsterdam, The Netherlands
Marret K. Noordewier, Leiden University, The Netherlands
Edith G. Smit, University of Amsterdam, The Netherlands
Sustainable consumption at t=0 may license people to behave unsustainably at t=1. We show that this effect is mitigated by one’s sustainable identity. We also find that self-licenses can be traded in only once and do not persist in subsequent situations (t=2).
[ to cite ]:
Marijn H. C. Meijers, Peeter Verlegh, Marret K. Noordewier, and Edith G. Smit (2013) ,"Consuming Green, Living Green: Boundary Conditions of the Licensing Effect", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.