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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Kaituhi matua:	José Magano
Hōputu:	Artigo
Reo:	Inglês
I whakaputaina:	Frontiers Media S.A. 2026-07-01
Rangatū:	Frontiers in Sustainability
Ngā marau:	behavioral rebound brand identity compensatory behavior degrowth green consumption moral licensing
Urunga tuihono:	https://www.frontiersin.org/articles/10.3389/frsus.2026.1911043/full
Ngā Tūtohu:	Tāpirihia he Tūtohu Kāore He Tūtohu, Me noho koe te mea tuatahi ki te tūtohu i tēnei pūkete!