Eco-Product Choice Cuts Both Ways: How Pro-Environmental Licensing Versus Reinforcement is Contingent Upon Environmental Consciousness

Abstract

This research identifies how choice of an eco-product (e.g., low-energy LED light bulbs, biodegradable paper towels) influences downstream, environmentally responsible behavior. Eco-product choice subsequently either reinforces or undermines environmentally responsible behavior, and this effect is contingent upon the pre-existing environmental consciousness of individual consumers. Among less environmentally conscious consumers, pro-environmental behavior is undermined. In contrast, highly environmentally conscious consumers display reinforcement of pro-environmental behavior. We reveal that these differential effects are driven by two discrete processes working in opposition: Goal-satiation drives licensing in the case of less environmentally conscious consumers, and prosocial self-perceptions drive reinforcement among highly conscious consumers. In addition, we identify a point-of-purchase intervention that mitigates the detrimental effects among less environmentally conscious consumers. Together, these results shed light on the downstream consequences for consumers of eco-product choice, with implications for the marketing and regulation of such products.

Keywords: green marketing, environmental consciousness, environmental/green products, sustainability, moral licensing