This work uses an experimental design with random assignment to test the effect of guilt on demand for ethical product attributes, with a focus on goods produced by monasteries and other religiously affiliated organizations. On average, individuals assigned a positive premium to organic and local attributes, but only those with a religious affiliation assigned a positive value to the monastic attribute. Induction of reactive guilt was found to increase non-religious participants’ product ratings, but to decrease ratings among those with a religious affiliation. These findings suggest that the monastic attribute is not universally desirable despite that monastic, organic, and local producers share many of the same ethical principles. These results also underscore potentially important heterogeneity in moral cleansing behaviors by religious identity. The potential for religious identity to affect moral balancing has important implications for the study of pro-social and pro-environmental behavior, broadly, and ethical consumption, more specifically. Together, these findings contribute to the literature on the effect of moral emotions on economic behavior and provide the first analysis of willingness to pay for monastic goods.

这项工作使用随机分配的实验设计来测试内疚对道德产品属性需求的影响，重点是修道院和其他宗教附属组织生产的商品。平均而言，个人对有机和地方属性分配了正溢价，但只有具有宗教信仰的人对修道院属性分配了正值。研究发现诱导反应性内疚会增加非宗教参与者的产品评级，但会降低具有宗教信仰的参与者的评级。这些发现表明，尽管修道院、有机和当地生产者共享许多相同的道德原则，但修道院属性并不是普遍可取的。这些结果还强调了宗教身份在道德清洗行为中潜在的重要异质性。宗教认同影响道德平衡的潜力对于研究亲社会和亲环境行为（更广泛地）和道德消费（更具体地说）具有重要意义。总之，这些发现有助于关于道德情绪对经济行为影响的文献，并提供了对寺院物品支付意愿的首次分析。