Bridging the gap between the mental accounting and identities/roles literatures, the present research examines how the extent to which an individual's life roles (e.g., “employee,” “spouse”) are integrated (i.e., have more flexible and permeable psychological boundaries between them) moderates the fungibility of mentally accounted funds. Specifically, individuals with more integrated roles are more able to circumvent the constraints typically imposed by mental budgeting and earmarking; therefore, they are more likely to use funds that are allocated or budgeted for the purposes of one role to service the needs/wants of another role. This holds regardless of whether funds have been (1) allocated to a broader role-specific mental account for future expenditures or (2) earmarked for a specific purchase. The authors find evidence that the effect of role integration arises because those with more integrated roles believe that making purchases for one role using funds allocated or budgeted for the other role is more justifiable.

Abstract This research finds that products that have been produced using renewable (“green”) energy, and labeled as such, are perceived to be healthier and, consequently, are more likely to be purchased than otherwise identical products produced with non-green or conventional energy. The effect of green energy production on the perceived healthiness of food products is found to be driven via perceived contagion: Consumers believe that the “good for you” essence of green energy is transferred to the food product during the production process, thereby rendering it healthier and more preferred. Evidence for this relationship is found across eight studies (N = 1,762) using a variety of common food products. Alternative accounts are assessed and ruled out, and it is also found that the impact of green energy production on preferences is moderated by consumers’ health orientation. These findings contribute to the growing literature on the broader topic of sustainability initiatives and research examining the complexity and nuances of consumer responses to sustainable products and initiatives.