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An online experiment was conducted to examine a past moral deed’s influence on consumers’ response to guilt appeals in environmental advertising. The findings suggested that a guilt appeal ad increased irritation when participants engaged previously in a moral deed. Further, the results indicate that the perceived irritation mediated the interaction between past moral behaviors (i.e., previously engaged versus not engaged) and green message types (i.e., a guilt appeal versus a nonguilt appeal) and attitude toward the green advertisement and the message’s credibility. The results demonstrate that participants who performed a prior moral deed chose conventional detergent over an eco-friendly detergent when they were exposed to a guilt appeal that promoted recycling. However, no moral licensing behaviors were observed among participants in the nonguilt appeal ad. Theoretical and practical implications are discussed further.

Don’t Make Me Feel Guilty! Examining the Effect of a Past Moral Deed on Perceived Irritation with Guilt Appeals in Environmental Advertising