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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 University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration. (RiseB)ORCID iD: 0000-0003-2593-9439
University of Southern Denmark.
2021 (English)In: Proceedings of the European Marketing Academy, 50th, 2021, article id 94510Conference paper, Oral presentation with published abstract (Refereed)
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.

Place, publisher, year, edition, pages
2021. article id 94510
National Category
Business Administration
Research subject
consumer behavior
Identifiers
URN: urn:nbn:se:umu:diva-183823OAI: oai:DiVA.org:umu-183823DiVA, id: diva2:1559315
Conference
European Marketing Academy EMAC Conference, Online via Madrid, Spain, May 25-28, 2021
Available from: 2021-06-02 Created: 2021-06-02 Last updated: 2021-09-28Bibliographically approved

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Jansson, Johan

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CiteExportLink to record
Permanent link

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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