“I did it. I’m proud. Am I done?” – A Dual Mediated Pathway Model for the Impact of Authentic Pride in Past Sustainable Consumption on Future Efforts
(A2025-130275)

AUTHORS

Yaning Ren, University of Graz; Andreas Strebinger, University of Graz

ABSTRACT

We propose that authentic pride following sustainable consumption shapes future sustainable behavior via (1) self-reinforcement through strengthened sustainable identity salience, or (2) behavior dissipation via self-licensing. We hypothesize that the first (second) pathway prevails among individuals who perceive sustainability as a personal responsibility (a responsibility of others).