The Effect of Preceding Self-Control on Green Consumption Behavior: The Moderating Role of Moral Elevation

Studies have shown that individuals restrain their egoistic desires to benefit others (eg, the natural world), which require a higher-order psychological process, such as self-control. Therefore, performing a preceding self-control task may subsequently decrease green consumption behavior. However, whether and how moral elevation, which is an important type of positive incidental emotion, moderates the negative effect of exerting self-control on green consumption behavior remains unknown.

The present study aimed to examine how exerting self-control and moral elevation influenced green consumption behavior.

The product choice task that requires participants to make choices between buying environmentally friendly (eco-friendly) and cheaper (self-interest) products is an index of green consumption behavior. In Experiment 1, we adopted the incongruent Stroop task to induce the exertion of self-control, and participants were asked to make choices in the product choice task. In Experiment 2, participants were provided with moral elevating videos to elicit moral elevation during the interval between the Stroop and product choice tasks.

Experiment 1 indicated that, relative to the congruent Stroop task (the control condition), completing the incongruent Stroop task led to less environmentally friendly choices. Experiment 2 indicated that the participants who watched the elevating video in the incongruent Stroop task condition chose environmentally friendly products with greater frequency compared to those who watched the neutral video. Furthermore, the analyses showed that self-reported moral elevation partly moderated the effect of the exertion of self-control on green consumption behavior.

Our findings indicate that the exertion of self-control has a negative effect on green consumption behavior; however, moral elevation can counteract this negative effect of exerting self-control on green consumption behavior.