Advanced

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 LU and Bengtsson, Maria (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:
author
organization
publishing date
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
2018-01-07 11:48:49
@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},
  keyword      = {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},
  volume       = {23},
  year         = {2017},
}