ABSTRACT
Moral licensing, also known as self-licensing, occurs when previous virtuous or moral behaviors make individuals feel entitled to act in a way they would not permit themselves otherwise. This sense of entitlement to engage in behaviors normally considered unethical is a psychological mechanism that arises when individuals’ prior virtuous actions enhance their self-image, making them feel good about themselves. As a result, individuals allow themselves to act in a less virtuous way without feeling guilty or compromising their image as a moral person. When pro-environmental behavior is seen as a virtuous act, it can lead to moral licensing in subsequent decisions.
