Socially conscious consumer behavior: the role of ethical self-identity and priming

This research examines the roles that dispositional ethical self-identity (ESI) and situational priming play in socially conscious consumption choices, using an experimental design approach. We advance the literature of socially conscious consumption by specifically comparing the competing explanations of assimilation, licensing, compensation, and neutralization. Consistent with real-world pricing, participants considered a more expensive socially conscious product vs. a less expensive conventional product. Individuals who feel an ethical orientation is part of their self-identity were more inclined toward environmental product choice. In addition, an assimilation effect took place; priming positive environmental behaviors led to a more environmental product choice than a neutral prime. Priming negative environmental behaviors suggested a neutralization response, where participants may have denied or cognitively minimized the effects of their previous negative behavior. This study contributes to theory by testing competing explanations for environmental choices. It demonstrates a tendency toward assimilation rather than licensing when positively primed, and a tendency toward neutralization rather than compensation or assimilation when negatively primed. It also demonstrates that there is a practical benefit of prompting consumers to consider their past positive environmental behaviors to encourage further environmentalism. Additionally, prompting those who are already “on board” with environmentalism may help to attain even better outcomes.