Cause I’ll Feel Good!

An Investigation into the Effects of Anticipated Emotions and Personal Moral Norms on Consumer Pro-Environmental Behavior

Zeinab Rezvani*, Johan Jansson, Maria Bengtsson

*Kontaktforfatter for dette arbejde

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Resumé

Anticipated emotions and moral norms have previously been found to influence consumer adoption of pro-environmental products in different ways. However norms and emotions have seldom been combined in order to understand their relations in motivating consumers to adopt sustainable products. Despite the environmental benefits of sustainable products, consumer adoption is slow to take off. Utilizing data from an online survey (N = 576), this study finds that anticipated emotions directly influence consumer adoption and the effect of moral norms is mediated by the anticipated emotions. This study extends the norm activation model and implies communicating positive emotions for promoting sustainable products.

OriginalsprogEngelsk
TidsskriftJournal of Promotion Management
Vol/bind23
Udgave nummer1
Sider (fra-til)163-183
ISSN1049-6491
DOI
StatusUdgivet - 2017
Udgivet eksterntJa

Fingeraftryk

Pro-environmental behavior
Moral norms
Emotion
Environmental benefits
Online survey
Positive emotions
Consumer products
Activation

Citer dette

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Cause I’ll Feel Good! An Investigation into the Effects of Anticipated Emotions and Personal Moral Norms on Consumer Pro-Environmental Behavior. / Rezvani, Zeinab; Jansson, Johan; Bengtsson, Maria.

I: Journal of Promotion Management, Bind 23, Nr. 1, 2017, s. 163-183.

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

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