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<p>While licensing is a valid way to justify personal indulgence decisions, it is unclear what role licensing plays in green consumption and subsequent indulgence. The current study aims to explore the internal mechanisms that underlie the impact of green consumption on subsequent indulgent consumption intention. Specifically, we conceptualize indulgence as a form of gratification individuals allow themselves to enjoy from a particular choice. Three experimental studies were conducted based on the moral licensing effect. Findings suggest that purchasing green products leads to an increase in indulgent consumption intention. Perceived morality and perceived deservingness play a sequential mediating role. Moreover, this research further emphasizes the societal benefits and appeal of green products, which can promote indulgent consumption after a green purchase. These findings provide valuable implications for researchers and practitioners facing follow-up choices in green consumption.</p>

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From green to indulgence: unpacking the roles of perceived morality and deservingness

  • 期刊论文

  • 发表日期：

    2025年2月5日

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  • Weiping Yu,
  • Xin Liao,
  • Fasheng Cui,
  • Mingli He

摘要

While licensing is a valid way to justify personal indulgence decisions, it is unclear what role licensing plays in green consumption and subsequent indulgence. The current study aims to explore the internal mechanisms that underlie the impact of green consumption on subsequent indulgent consumption intention. Specifically, we conceptualize indulgence as a form of gratification individuals allow themselves to enjoy from a particular choice. Three experimental studies were conducted based on the moral licensing effect. Findings suggest that purchasing green products leads to an increase in indulgent consumption intention. Perceived morality and perceived deservingness play a sequential mediating role. Moreover, this research further emphasizes the societal benefits and appeal of green products, which can promote indulgent consumption after a green purchase. These findings provide valuable implications for researchers and practitioners facing follow-up choices in green consumption.