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Cause I’m Feeling Good! The Influence of Anticipated Emotions on Consumer Pro-environmental Behavior
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.ORCID iD: 0000-0003-2593-9439
2016 (English)In: Rediscovering the Essentiality of Marketing: Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress / [ed] Petruzzellis, Luca; Winer, Russell S., Springer, 2016, 117-125 p.Conference paper, Published paper (Refereed)
Abstract [en]

Although consumers express environmental attitudes, the pro-environmental behaviors are not dominant. Despite the benefits of sustainable technologies in reducing the environmental impacts of consumption, consumer adoption of these technologies is very slow to take off. We propose an integrated approach for investigating the effect of consumer anticipated emotions and moral norms on consumer adoption of a sustainable technology (electric vehicles). 576 Swedish car drivers participated in an online survey during winter of 2013. Our findings suggest that anticipated emotions directly influence consumer adoption intentions and the effect of moral norms on behavioral intentions is mediated by the anticipated emotions. The findings have implications for policymakers and car producers in promoting the zero emission transportation. We suggest communicating the positive emotions related to driving an electric vehicle and use of emotions in cars' energy labelling.

Place, publisher, year, edition, pages
Springer, 2016. 117-125 p.
Series
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, ISSN 2363-6165
Keyword [en]
Anticipated emotion, Moral norm, Consumer pro-environmental behavior, Ascription of responsibility, Attitude, Sustainable technology
National Category
Business Administration
Research subject
marketing
Identifiers
URN: urn:nbn:se:umu:diva-106811DOI: 10.1007/978-3-319-29877-1_27ISI: 000392200400027ISBN: 978-3-319-29877-1 (print)OAI: oai:DiVA.org:umu-106811DiVA: diva2:844674
Conference
18th Academy-of-Marketing-Science (AMS) World Marketing Congress, Acad Marketing Sci, Bari, ITALY, JUL 14-18, 2015
Note

USBESDA

Available from: 2015-08-07 Created: 2015-08-07 Last updated: 2017-02-20Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf