The licensing effect of luck: The influence of perceived luck on green consumption intention

Luck, as a universal psychological phenomenon, has a unique impact on consumers’ decision-making behavior. Although studies have shown that luck affects people’s moral responsibility, few empirical studies have illustrated how luck affects consumers’ moral behavior from the domain of consumer behavior. Based on the supernatural agent theory of luck, the present study examined the influence of sense of luck on green consumption intention using three experiments. Experiment 1 scrutinized that relative to unlucky perception, participants with lucky perception can reduce green consumption intention. Experiment 2 tested the mediating role of illusion of control. Luck perception enhanced consumers' illusion of control, whereas the change in illusion of control influenced green consumption intention products. Experiment 3 showed the moderating role of narcissism in the effect of sense of luck on green consumption intention. For individuals with low levels of narcissism, luck perception, rather than misfortune perception, reduced consumers' green consumption intention; however, for highly narcissistic consumers, the effect of luck on green consumption intention was not significant.