Overconsumption and tourist ideology: how and why the Protestant Work Ethic moderates the effect of spending on consumption quantity under flat-rate pricing

Overconsumption, which leads to considerable adverse effects on sustainability, is a significant concern in the tourism sector, especially under flat-rate pricing (e.g., buffets), where consumption is unlimited after consumers pay a fixed price. When charged with higher prices, will people consume more regardless of how much they need? Previous findings are mixed. To answer this question, by conducting three laboratory experiments and one field experiment, our research introduces an influential ideology and shows that this higher-price-driven overconsumption behavior only holds among people who believe in the Protestant Work Ethic, an influential concept used to explain the historical rise of capitalism. People who believe in the Protestant Work Ethic emphasize input-outcome correspondence and are therefore more likely to feel entitled to consume more as their expenditure increases. This belief leads them to overconsume under flat-rate pricing. In contrast, people who do not subscribe to the Protestant Work Ethic consume similar quantities regardless of their spending. Our findings extend the Protestant Work Ethic literature, revealing how this virtuous construct can lead to not-so-virtuous behavior like overconsumption. Marketers can leverage this to influence consumer overconsumption, enhancing profitability and sustainability.