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Guilt and Pride Emotions and their Influence on the Intention of Purchasing Green Products

Author

Listed:
  • Elton Beserra de Lima

    (Federal University of Pernambuco)

  • Cristiane Salome Ribeiro Costa

    (Federal University of Pernambuco)

  • Georgia Rocha Felix

    (Federal University of Pernambuco)

Abstract

The aim of this paper was to analyze the influence of feelings of guilt and pride in the intention of buying green products by consumers considered sustainable. Guilt and pride are two constructs that shapes people's actions to avoid guilt-making behaviors and keep those proud, making it important to assess how these two constructs act when it comes to sustainability-related actions, in this case for green products. For this purpose, a descriptive quantitative research was used, with the survey of data performed through a survey and analyzed through multivariate statistics through the SPSS. The results showed that the emotion of guilt was identified as a stimulus factor for the purchase of green products, as a variable that would prevent the consumer to develop unsustainable behaviors, and the feeling of pride was not identified in the respondents, when researching the influence that exerts in the intention of consumers to buy green products. The result contributes to researches in sustainability field by corroborating and at the same time contrasting with research considered incipient that relate emotions to sustainable consumer behavior, opening opportunities for further research on the influence of emotions in consumers behavior in sustainability area.

Suggested Citation

  • Elton Beserra de Lima & Cristiane Salome Ribeiro Costa & Georgia Rocha Felix, 2019. "Guilt and Pride Emotions and their Influence on the Intention of Purchasing Green Products," CBR - Consumer Behavior Review, Universidade Federal de Pernambuco (UFPE), vol. 3(2), pages 70-84, December.
    • Handle: RePEc:afy:journl:v:3:y:2019:i:2:p:70-84
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    File URL: https://periodicos.ufpe.br/revistas/cbr/article/view/240028
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    References listed on IDEAS

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    1. Ulusoy, Ebru, 2016. "Experiential responsible consumption," Journal of Business Research, Elsevier, vol. 69(1), pages 284-297.
    2. Onwezen, Marleen C. & Antonides, Gerrit & Bartels, Jos, 2013. "The Norm Activation Model: An exploration of the functions of anticipated pride and guilt in pro-environmental behaviour," Journal of Economic Psychology, Elsevier, vol. 39(C), pages 141-153.
    3. Paolo Antonetti & Stan Maklan, 2014. "Feelings that Make a Difference: How Guilt and Pride Convince Consumers of the Effectiveness of Sustainable Consumption Choices," Journal of Business Ethics, Springer, vol. 124(1), pages 117-134, September.
    4. Kazutoshi Tsuda & Keishiro Hara & Michinori Uwasu, 2013. "Prospects and Challenges for Disseminating Life Cycle Thinking towards Environmental Conscious Behaviors in Daily Lives," Sustainability, MDPI, vol. 5(1), pages 1-13, January.
    5. Krittinee Nuttavuthisit & John Thøgersen, 2017. "The Importance of Consumer Trust for the Emergence of a Market for Green Products: The Case of Organic Food," Journal of Business Ethics, Springer, vol. 140(2), pages 323-337, January.
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    Cited by:

    1. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris, 2023. "Masstige marketing: An empirical study of consumer perception and product attributes with moderating role of status, emotion, and pride," Journal of Business Research, Elsevier, vol. 155(PA).

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    More about this item

    Keywords

    Consumer behavior; Green products; Guilt and Pride; Purchase intention; Sustainability.;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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