Consuming Green, Living Green? Boundary Conditions of the Licensing Effect.

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 self-view. We also find that self-licenses can be traded in only once and do not persist in subsequent situations (t=2).


Marijn H. C. Meijers, Peeter W. J. Verlegh, Marret K. Noordewier, and Edith G. Smit (2013) ,"Consuming Green, Living Green? Boundary Conditions of the Licensing Effect.", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 292-293.


Marijn H. C. Meijers, ASCoR,University of Amsterdam
Peeter W. J. Verlegh, ASCoR,University of Amsterdam
Marret K. Noordewier, Leiden University
Edith G. Smit, ASCoR,University of Amsterdam


E - European Advances in Consumer Research Volume 10 | 2013

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