Cause I'll Feel Good! An Investigation into the Effects of Anticipated Emotions and Personal Moral Norms on Consumer Pro-Environmental Behavior
(2017) In Journal of Promotion Management 23(1). p.163-183- Abstract
- 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.
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/33a07efd-9f4b-4c4a-9b76-20f5352be5e8
- author
- Rezvani, Zeinab ; Jansson, Johan LU and Bengtsson, Maria
- organization
- publishing date
- 2017-01-02
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- anticipated emotions, ascription of responsibility, attitudes, consumer pro-environmental behavior, personal moral norms
- in
- Journal of Promotion Management
- volume
- 23
- issue
- 1
- pages
- 11 pages
- publisher
- Taylor & Francis
- external identifiers
-
- scopus:85011915252
- ISSN
- 1049-6491
- DOI
- 10.1080/10496491.2016.1267681
- language
- English
- LU publication?
- yes
- id
- 33a07efd-9f4b-4c4a-9b76-20f5352be5e8
- date added to LUP
- 2017-02-07 21:02:19
- date last changed
- 2022-04-24 21:28:16
@article{33a07efd-9f4b-4c4a-9b76-20f5352be5e8, abstract = {{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.}}, author = {{Rezvani, Zeinab and Jansson, Johan and Bengtsson, Maria}}, issn = {{1049-6491}}, keywords = {{anticipated emotions; ascription of responsibility; attitudes; consumer pro-environmental behavior; personal moral norms}}, language = {{eng}}, month = {{01}}, number = {{1}}, pages = {{163--183}}, publisher = {{Taylor & Francis}}, series = {{Journal of Promotion Management}}, title = {{Cause I'll Feel Good! An Investigation into the Effects of Anticipated Emotions and Personal Moral Norms on Consumer Pro-Environmental Behavior}}, url = {{http://dx.doi.org/10.1080/10496491.2016.1267681}}, doi = {{10.1080/10496491.2016.1267681}}, volume = {{23}}, year = {{2017}}, }