In this research, we examine the effects of moral identity on green consumption tendency and a key process underlying such effects. In five studies, we show that moral identity increases consumers' tendency to choose green products or exert effort on green consumption. This is mainly due to feelings of responsibility for environmental damage. Consistent with the responsibility account, consumers whose moral identity is not activated are more likely to engage in green consumption when their responsibility for environmental damage is heightened (compared to a control condition in which perceived responsibility is unchanged). However, consumers whose moral identity is activated are less likely to engage in green consumption when their responsibility for environmental damage is reduced (compared to a control condition in which perceived responsibility is unchanged).
