Licensed to consume: how sustainable brand communications trigger moral licensing and what brands can do about it

IntroductionSustainable brand communications are widely assumed to motivate greener consumer behavior. Yet this assumption overlooks moral licensing, whereby prior virtuous actions can elevate moral self-concept and increase the likelihood of subsequent ethically questionable behavior. This paper ar...

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Bibliografische Detailangaben

1. Verfasser:	José Magano
Format:	Artigo
Sprache:	Inglês
Veröffentlicht:	Frontiers Media S.A. 2026-07-01
Schriftenreihe:	Frontiers in Sustainability
Schlagworte:	behavioral rebound brand identity compensatory behavior degrowth green consumption moral licensing
Online-Zugang:	https://www.frontiersin.org/articles/10.3389/frsus.2026.1911043/full
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