“I” get license but “we” keep consistent: The role of self-construal in subsequent pro-environmental decision

Abstract How to motivate consumers maintain environmentally responsible consumption choice rather than occasional green is an important component of sustainability within modern society. Yet, past literature provides two contradictory routes for sequential pro-environmental decisions: consistency effect and licensing effect. The builds on follows the logics self-perception theory implies that tend repeat their prior irresponsible decisions; a goal-based logic highlight behaviour produces “license” engage in less behaviour. To reconcile these predictions, this study extends existing by following consistent, exploring self-construal as moderator switches from one mode decisions other. Three experimental studies affirm self-consistency occurs with accessible interdependent self-construal, but more pronounced independent self-construal. In addition, interdependent- will be stronger independent-licensing weaker if are reminded high tendency others’ first decision. Together, results shed light downstream consequences choice, implications marketing regulation such products.