Antecedents to and consequences of consumer’s hedonic goals related to pro-environmental behaviors
2015 (English)Conference paper (Refereed)
Consumer's anticipated emotions have been shown to impact behavioral intentions. Moreover, consumer's anticipated emotions are argued to be influenced by the appraisals of the consumption situation. Understanding these appraisals can clarify some of the reasons underlying different anticipated emotions. Previous research demonstrate associations between positive (i.e., pride, joy) and negative (i.e., guilt, shame) anticipated emotions with consumer's intention for pro-environmental behavior. However, in previous studies, antecedents to consumer's anticipated emotions have been overlooked. This paper contributes in investigating the antecedents and consequences of anticipated emotions in consumer pro-environmental behavior and consequently provides implications for designing communication, education and policy for encouraging consumer's willingness for pro-environmental behavior. Utilizing Izard's (1977) Differential Emotions Scale, this paper examines the relationship between a set of positive and negative anticipated emotions and consumer intentions to adopt a pro-environmental behavior (here adoption of electric vehicles). Moreover, the relation of anticipated emotions with a set of attitudinal factors, adopted from Stern (2000), as the antecedents to the anticipated emotions, is studied. Utilizing a questionnaire (N = 576), and structural equation modeling, we find a significant relationship between consumers' attitude towards electric vehicles and their anticipated emotions. A significant relationship between consumers' attitude towards environmental impacts of driving and anticipated emotions is also found. Positive anticipated emotions are significant predictors of consumers' intentions to adopt electric vehicles.
Place, publisher, year, edition, pages
Consumer, Pro-environmental behavior, Goal framing theory, Hedonic, Gain, Normative goals
IdentifiersURN: urn:nbn:se:umu:diva-106813OAI: oai:DiVA.org:umu-106813DiVA: diva2:844678
23rd Nordic Academy of Management Conference (NFF) 12-14 August, 2015, Copenhagen, Denmark