“…For example, Prime's first experience with a green product resulted in dissonance. In line with Prime's comment, Phipps, Ozanne, Luchs, Subrahmanyan, Kapitan, Catlin, Gau, Naylor, Rose, Simpson andWeaver (2013, p. 1229) suggest that past behaviour affects future behavioural intentions. For instance, researchers have observed a "licensing effect", whereby negative outcomes of pro-environmental behaviours tend to lead to the activation of anti-environmental behaviours (Mazar & Zhong, 2010, p. 498).…”