Research Article: Be a Rascal Among Rascal? The Vicarious Moral Self-Regulation Effect in College Students’ Pro-Environmental Behaviors
Introduction:
Numerous studies in recent years have revealed that people seek a balance between their moral (eg, environmentally friendly) and immoral (eg, environmentally unfriendly) behaviors. Thus, people are more tolerant of their immoral behavior after engaging in a certain moral behavior (licensing effect) – or tend to cleanse their prior immoral behavior by engaging in some subsequent moral behavior (cleansing effect). – However, past behaviors may motivate individuals to continue consistent behaviors in the future (eg,…
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