Cultural Drivers of Vice–Virtue Preferences: The Role of Justification and Trait Self‐Control

ABSTRACT Despite extensive research on contextual factors affecting consumer behavior in the vice‐virtue dilemma, the role of cultural dimensions in these choices remains underexplored. By reviewing two streams of research (i.e., justification and trait self‐control), this article examines the impact of Hofstede's indulgence versus restraint cultural dimension on the preferences between vice and virtue products in the contexts of snack consumption and environmentally friendly versus unfriendly behaviors. Two surveys examining vice–virtue choice were conducted via Prolific in Canada, the U.S., and Germany. Study 1 ( n = 213) focused on snack consumption, while Study 2 ( n = 242) explored environmentally friendly versus unfriendly behaviors. The findings confirmed that individuals with higher indulgence (i.e., lower restraint) are more likely to choose vice over virtue options. Moreover, the effect of indulgence versus restraint on vice–virtue choice is sequentially mediated: indulgence influences trait self‐control, which in turn affects justification, ultimately guiding the choice. Justification mediates the relationship between indulgence and vice–virtue choice, while self‐control mediates the effect of indulgence on justification. These findings highlight the importance of considering cultural values in developing marketing strategies for vice and virtue products and in promoting healthier and more sustainable behaviors.