Marijn Meijers will defend her thesis on 21 November 2014

This dissertation shows that using green communication frames to advertise green products may have a downside. That is, after consumers purchased a green product, they were less likely to be green again. So purchasing a green product paradoxically decreases the likelihood of purchasing another green product.This effect can be explained by consumers using their green purchase as a justification for no longer having to be green – a so called licensing effect. Importantly, consumers with a green self-identity are unlikely to show such licensing effects. This is one of the conclusions drawn by communication scientist Marijn Meijers in her doctoral research into justifying eco-unfriendly behaviors. Meijers will defend her doctoral thesis at the University of Amsterdam (UvA) on Friday, November 21.