A study published in *Psychological Science* by Nina Mazar and Chen-Bo Zhong explores the impact of green products on consumer behavior, revealing complex effects on social and ethical actions. The research indicates that while mere exposure to green products can increase altruistic behavior, purchasing them may lead to more unethical actions, such as cheating and stealing. This phenomenon is explained through the concept of "moral licensing," where buying green products gives individuals a sense of moral credit, which can then justify subsequent self-interested or unethical behavior. The study includes three experiments: the first showing that green consumers are perceived as more cooperative, altruistic, and ethical; the second demonstrating that exposure to green products increases altruism, but purchasing them reduces it; and the third revealing that purchasing green products leads to more dishonest behavior, including lying and stealing. The findings suggest that green consumption is more deeply connected to social and moral self-perception than previously understood, highlighting the need to consider the broader implications of consumer choices on ethical behavior.A study published in *Psychological Science* by Nina Mazar and Chen-Bo Zhong explores the impact of green products on consumer behavior, revealing complex effects on social and ethical actions. The research indicates that while mere exposure to green products can increase altruistic behavior, purchasing them may lead to more unethical actions, such as cheating and stealing. This phenomenon is explained through the concept of "moral licensing," where buying green products gives individuals a sense of moral credit, which can then justify subsequent self-interested or unethical behavior. The study includes three experiments: the first showing that green consumers are perceived as more cooperative, altruistic, and ethical; the second demonstrating that exposure to green products increases altruism, but purchasing them reduces it; and the third revealing that purchasing green products leads to more dishonest behavior, including lying and stealing. The findings suggest that green consumption is more deeply connected to social and moral self-perception than previously understood, highlighting the need to consider the broader implications of consumer choices on ethical behavior.