Regulatory focus and self-licensing dynamics: A motivational account of behavioural consistency and balancing

People generally tend to stay consistent in their attitudes and behaviour, including proenvironmental actions. However, they can feel entitled act less-than-virtuously when an initial “virtuous” (or proenvironmental) action provides excuse do so –– a self-licensing effect. Drawing from goal setting regulatory closure literature, we propose that focus influences whether people will show behavioural consistency or self-licensing. Four experimental studies (N = 1184) one highly powered preregistered conceptual replication supported the hypothesis moderates impact of past behaviour (sanctioned by bogus feedback) on intentions. In prevention focus, positive weakened intentions comparison with negative control condition (i.e., self-licensing) – effect did not appear promotion focus. Results contribute growing literature factors moderating dynamics. We discuss theoretical implications for fit research, specifically study individuals' reaction information also offer suggestions designing effective individualised green consumption feedback recommend is used as frame effectively communicate personal ‘green scores’ avoid potential rebound effects feedback.