The present research applies moral disengagement theory to explain
consumer responses to socio-ecological attributes of consumption options
(e.g., working conditions, climate impact) in the marketplace. We
conducted an online experiment demonstrating that participants were
likely to engage in self-serving moral reasoning (i.e., moral
disengagement) when a presented consumption option with poor
socio-ecological performance was perceived as desirable and when a
suitable argument (i.e., moral disengagement cue) was available.
Furthermore, moral disengagement reduced moral feelings to forgo a
consumption option with poor socio-ecological performance and fostered
behavioural intentions towards it. These results provide important
implications for scholars and public policy alike.