Extensive research has documented the frequent gap between people's intentions to perform environmentally significant behavior and their actual behavior. Despite this, limited research has empirically unpacked the processes and conditions under which people's environmental considerations influence behavior and when they do not. The present research sought to meet this research need by investigating the influence of moral and environmental considerations on purchasing decisions related to clothing consumption. In doing so, we embedded environmental considerations within the broader concept of morality and drew upon self-control research to develop a conceptual model of moral self-control comprising moral considerations, conflict, resistance, and purchase. The conceptual model was assessed using data from a large two-week diary study (N = 594; n_obs = 7,880) conducted in the United Kingdom. A multilevel path model at the within-person level revealed that moral considerations were associated with stronger conflict experiences, more frequent attempts to resist clothing desires, and less frequent clothing purchasing. These findings highlight the processes through which moral (and environmental) considerations exert their influence on clothing purchasing decisions, as well as help pinpoint when and why people sometimes fail to act in accordance with their moral and biospheric values.

广泛的研究表明，人们执行具有环境重要性的行为的意图与他们的实际行为之间经常存在鸿沟。尽管如此，有限的研究仍凭经验剖析了人们的环境因素影响行为的过程和条件，而当环境因素不影响行为时。本研究试图通过调查道德和环境因素对与服装消费有关的购买决策的影响来满足这一研究需求。在这样做的过程中，我们将环境因素纳入了更广泛的道德观念中，并利用自我控制研究来开发一种道德自我控制的概念模型，其中包括道德因素，冲突，抵制和购买。_obs  = 7,880）在英国进行。人际层面的多层次路径模型显示，道德考量与更强的冲突体验，更频繁的抵抗服装欲望的尝试以及较少的服装购买相关。这些发现突出了道德（和环境）考虑因素对服装购买决策施加影响的过程，并有助于查明何时以及为什么人们有时无法按照其道德和生物圈价值行事。