This is interesting & I may be straying off course, but the topic got me pondering about the overlap of the two behaviours.

Its easy to identify with several different brands that in part defines us as individuals, despite the fact that many of these defining “tribes” may have contradicting qualities. For example ”climate shame” is a hot topic here in Sweden regarding certain activities, like recycling, air travel, meat industry etc. However, perhaps conveniently the shame don't reach as far for other activities like consuming imported wine from down under, unsustainable fashion or choosing transport options, despite identifying as climate activist in other regards. Obviously, one has to choose one’s battles & committing fully to one true tribe seem unrealistic.

Consumers who have financial ability to worry about overindulging on meat or air travel are likely also able to indulge in hedonic consumptions as well, hence the overlap between behaviours as these behaviours seem to specific to particular demographics.