Abstract
This Data in Brief article is for Study 2 in the manuscript # JEVP-2018-140 ("The Impact of Moral Identity on Consumers' Green Consumption Tendency: The Role of Perceived Responsibility for Environmental Damage"). It examines the effect of moral identity on green consumption tendency. The data was collected using online experiment. Participants were randomly assigned to moral-identity-activated condition and moral-identity-not-activated condition. The choice of eco-friendly product relative to conventional counterpart was measured. 162 Americans took part in the experiment. Data was analyzed employing SPSS. Logistic regression analysis was used as statistical tool of analysis.