Final Thesis - Licensing effect on consumers in the ecofriendly fashion industry

Abstract

This paper studies moral licensing in ecofriendly fashion. The results show that ecofriendly fashion is fulfilling more than basic human needs: it fulfills psychological and moral needs as well. Some customers are therefore tempted, and sometime act on it, to buy more products that they wanted at first, because they do not feel guilty like when they buy regular clothes. It is even more true when people buy second-hand products, they have a good conscience and tend to buy more than necessary.

Keywords: ecofriendly fashion, consumer behavior, moral licensing