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Cause I’ll Feel Good! An Investigation into the Effects of Anticipated Emotions and Personal Moral Norms 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
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
2016 (English)In: Journal of Promotion Management, ISSN 1049-6491, E-ISSN 1540-7594Article in journal (Refereed) Accepted
Abstract [en]

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.

Place, publisher, year, edition, pages
Taylor & Francis, 2016.
Keyword [en]
Anticipated emotion, personal moral norm, consumer pro-environmental behavior, ascription of responsibility, attitude
National Category
Business Administration
Identifiers
URN: urn:nbn:se:umu:diva-117949OAI: oai:DiVA.org:umu-117949DiVA: diva2:910047
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Available from: 2016-03-08 Created: 2016-03-08 Last updated: 2016-07-01

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Rezvani, ZeinabJansson, JohanBengtsson, Maria
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