‘Sustainable’ marketing mixes and the paradoxical consequences of good intentions
研究发现，可持续营销组合可能通过减少购买内疚和成本，反而导致消费增加，即使对最环保的消费者也是如此，揭示了道德许可和反弹效应。
Global resource use and related emissions continue to rise despite decades of public and private sector marketing efforts to encourage more sustainable consumption. One question seldom addressed in the sustainability literature is the degree to which sustainable marketing mixes might paradoxically encourage higher levels of consumption by reducing purchase related guilt and costs. The current research examines fast fashion sustainability initiatives and finds evidence of moral self licensing and rebound effects that lead to higher predicted sales even among the most environmentally conscious consumers. Implications for sustainability researchers and practitioners are then discussed.