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This research is aimed to examine how environmental pollution affects consumers' preference for self-improvement products.

Through a series of three experimental studies, this research substantiates our hypotheses by employing various manipulations of environmental pollution and examining different types of self-improvement products.

The research demonstrates that environmental pollution enhances consumers' preference for self-improvement products via the mediation of perceived environmental responsibility. And the effect is negatively moderated by social equity sensitivity.

The recurrent incidence of environmental pollution has elicited significant concern among the general public and academic scholars. An overwhelming majority of research examining the impact of pollution on consumer behavior has concentrated on its influence on environmentally friendly and healthy consumption patterns. Nevertheless, the current research proposes that pollution fosters a preference for products associated with self-improvement, mediated by perceived environmental responsibility, with the effects being moderated by social equity sensitivity.