Moral disengagement: A guilt free mechanism for non-green buying behavior

Occasionally consumers alter between the decision of buying or not buying green. Morality calls them to be green by buying green products, but owing to several barriers, they sometimes avoid buying environmentally friendly products. This situation leads to a state of psychological discomfort and consumers can experience a feeling of guilt. This research aims to identify the sources of dissonance and focuses on consumers’ guilt as a form of...