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Cause I’m Feeling Good! The Influence of Anticipated Emotions on Consumer Pro-environmental Behavior
Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.
Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi.ORCID-id: 0000-0003-2593-9439
2016 (Engelska)Ingår i: 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, s. 117-125Konferensbidrag, Publicerat paper (Refereegranskat)
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.

Ort, förlag, år, upplaga, sidor
Springer, 2016. s. 117-125
Serie
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, ISSN 2363-6165
Nyckelord [en]
Anticipated emotion, Moral norm, Consumer pro-environmental behavior, Ascription of responsibility, Attitude, Sustainable technology
Nationell ämneskategori
Företagsekonomi
Forskningsämne
marknadsföring
Identifikatorer
URN: urn:nbn:se:umu:diva-106811DOI: 10.1007/978-3-319-29877-1_27ISI: 000392200400027ISBN: 978-3-319-29877-1 (tryckt)OAI: oai:DiVA.org:umu-106811DiVA, id: diva2:844674
Konferens
18th Academy-of-Marketing-Science (AMS) World Marketing Congress, Acad Marketing Sci, Bari, ITALY, JUL 14-18, 2015
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Tillgänglig från: 2015-08-07 Skapad: 2015-08-07 Senast uppdaterad: 2018-06-07Bibliografiskt granskad

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Rezvani, ZeinabJansson, Johan

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