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Proud and Relieved?: How Consumers' Emotions towards an Environmental Policy Affect Perceived Policy Effectiveness and Pro-Environmental Behavior
University of Southern Denmark.
University of Southern Denmark.
Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Företagsekonomi. (RiseB)ORCID-id: 0000-0003-2593-9439
University of Southern Denmark.
2021 (engelsk)Inngår i: Proceedings of the European Marketing Academy, 50th, 2021, artikkel-id 94510Konferansepaper, Oral presentation with published abstract (Fagfellevurdert)
Abstract [en]

Public policymakers have made substantial efforts to promote individuals’ pro-environmental behavior. However, knowledge is sparse on why people support these initiatives and, most importantly, why and how these efforts shape consumers’ direct or activist pro-environmental behavior. Therefore, the present study examines how consumers’ emotions towards the outcomes of an environmental policy affect both indirect or non-activist (i.e. support for policy) and direct or activist pro-environmental behavior (i.e. purchase intention for fossil fuel free cars). The findings of an empirical study among Swedish consumers show that feelings of pride and guilt-relief associated with the outcome of an environmental policy positively influence activist and non-activist pro-environmental behavior through perceptions of policy effectiveness. The findings help academics to understand consumers’ pro-environmental behavior from a policy perspective and yield insights for policymakers and practitioners.

sted, utgiver, år, opplag, sider
2021. artikkel-id 94510
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konsumentbeteende
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URN: urn:nbn:se:umu:diva-183823OAI: oai:DiVA.org:umu-183823DiVA, id: diva2:1559315
Konferanse
European Marketing Academy EMAC Conference, Online via Madrid, Spain, May 25-28, 2021
Tilgjengelig fra: 2021-06-02 Laget: 2021-06-02 Sist oppdatert: 2021-09-28bibliografisk kontrollert

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