Eco-labels, conspicuous conservation and moral licensing: An indirect behavioural rebound effect

We report on two studies into environmentally friendly product purchasing  Eco-labels thrive in more affluent EU-27 markets  Eco-friendly friendly product purchasing is linked to higher environmental footprints  This pattern is particularly pronounced in the case of carbon footprints  Eco-labelling reflects an indirect behavioural rebound effect  Eco-labelled product consumption aligns with moral licensing