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

Elton Beserra de Lima, Cristiane Salomé Ribeiro Costa, Georgia Rocha Félix

Resumo


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. 


Palavras-chave


Consumer behavior; Green products; Guilt and Pride; Purchase intention; Sustainability

Texto completo:

PDF PDF(Português) HTML epub XML

Referências


Antonetti, P., & Maklan, S. (2014). Feelings that make a difference: How guilt and pride convince consumers of the effectiveness of sustainable consumption choices. Journal of Business Ethics, 124(1), 117-134.

Barbieri, J. C. (2014). Desenvolvimento e meio ambiente: as estratégias de mudança da agenda 21. Petrópolis, RJ: Vozes.

Brochado, A., Teiga, N., & Oliveira-Brochado, F. (2017). The ecological conscious consumer behaviour: Are the activists diferente? International Journal of Consumer Studies, 41.

Buarque, Sérgio C. (2008). Construindo o desenvolvimento local sustentável. Rio de Janeiro: Garamond.

Cortez, A. T. C., & Ortigoza, S. orgs. (2009). Da produção ao consumo: Impactos socioambientais no espaço urbano. São Paulo: UNESP, 146p.

Da Silva, D.; Urdan, A., Merlo, E. M., & Dias, K. (2015). Influências da preocupação ambiental e do ceticismo frente à propaganda no consumo de produtos verdes. Revista Brasileira de Marketing, 14(4), 529-544.

Dolan, P. (2002). The sustainability of sustainable consumption. Journal of Macromarketing, 22(2), 180-181.

Enoki, P. A., Nami, S. H., Ferreira, M. Z., Aureliano, C. A., & Valdevino, S. L. (2008). Estratégias de Marketing Verde na Percepção de Compra dos Consumidores na Grande São Paulo. ANPAD. Curitiba, PR, p. 1-15.

Ferraz, S. B., Romero, C., Rebouças, S., & Costa, J. (2016). Produtos verdes: um estudo sobre atitude, intenção e comportamento de compra de universitários brasileiros. Revista de Administração da UFSM, 9(4), 605-623.

Gellis, A. & Hamud, M. (2011). Sentimento de culpa na obra freudiana; universal e inconsciente. Psicologia USP, 22(3), 635-653.

Hair Jr., J. F, Black, W., Babin, B., Anderson, R., & Tatham, R. (2009). Análise multivariada de dados. 6ª ed. Porto Alegre: Bookman.

Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption, emerging concepts, methods and propositions. Journal of Marketing, 46, 92-101.

Tsuda, K., Hara, K., & Uwasu, M. (2013). Prospects and challenges for disseminating life cycle thinking towards environmental conscious behaviors in daily lives. Sustainability, 5(1), 1-13.

Keskin, D., Diehl, J. C., & Molenaar, N. (2013). Innovation process of new ventures driven by sustainability. Journal of Cleaner Production, 45, 50–60.

Kauark, F. S., Manhães, F. C., & Medeiros, C. H. (2010). Metodologia da pesquisa: um guia prático. Bahia: Via Litterarum.

Keller, K. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.

Kumar, A., & Oliver, R. L. (1997). Special session summary cognitive appraisals, consumer emotions, and consumer response. Association for Consumer Research, 24, 17-18.

Kuwer, R. S. & Fonseca, M. J. (2012). Perspectivas do consumo sustentável: uma análise da relação entre práticas domésticas cotidianas e sustentabilidade. Revista Acadêmica da FACE, 23(3), 244-257.

Lopes, V. N., & Pacgnan, M. N. (2014). Marketing verde e práticas socioambientais nas indústrias do Paraná. Revista de Administração, 49(1), 166-128.

Malhotra, N. K. (2012). Pesquisa de marketing: uma orientação aplicada. Porto Alegre: Bookman, 2012.

Nuttavuthisit, K., & Thøgersen, J. (2017). The Importance of Consumer Trust for the Emergence of a Market for Green Products: the case of organic food. Journal of Business Ethics, 140(2), 323–337.

Organizações das Nações Unidas (ONU). (2015). Transformando Nosso Mundo: A Agenda 2030 para o Desenvolvimento Sustentável. Disponível em: Acesso em: 18 de dez 2018.

Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of Marketing Research, 42(1), 43-53.

Onwezen, M., Antonides, G., & Bartels, J. (2013). The norm activation model: An exploration of the functions of anticipated pride and guilt in pro-environmental behaviour. Journal of Economic Psychology, 39, 141-153.

Peattie, K., & Collins, A. (2009). Guest editorial: perspectives on sustainable consumption. International Journal of Consumer Studies, 33, 107–112.

Peloza, J., White, K., & Shang, J.Z. (2013). Good and Guilt-free: the role of self- accountability in influencing preferences for products with ethical attributes. Journal of Marketing, 77 (1), 104-119.

Pessôa, L. A. G. P., Kamlot, D., & Barbosa, S. C. C. (2016). Compradoras compulsivas: motivações, hábitos e experiências de consumo. Revista ADM MADE, 16(1), 36-56.

Pickett-Baker J., & Ozaki R. (2008). Pro-environmental products: marketing influence on consumer purchase decision. Journal of Consumer Marketing, 25(5), 281–93.

Roseman, I. J., Spindel, M. S., & Jose, P. E. (1990). Appraisals of emotion-eliciting events: Testing a theory of discrete emotions. Journal of Personality and Social Psychology, 59(5), 899-915.

Santana, N., Perico, A., & Rebelatto, D. (2006). Investimento em responsabilidade sócio-ambiental de empresas distribuidoras de energia elétrica: uma análise por envoltória de dados. Revista Gestão Industrial, 2(4), 124-139.

Schinaider, A. D., Fagundes, P. M., & Schinaider, A. D. (2016). Comportamento do consumidor educacional: seu perfil e o processo de decisão de compra. Future Studies Research Journal, 8(2), 144-164.

Silva, A. C. R. S. (2017). Os determinantes da intenção de compra dos consumidores através do Instagram. 188f. Dissertação de Mestrado Instituto Politécnico de Lisboa.

Thomas, J. R., Nelson, J. K., & Silverman, S. J. (2012). Métodos de pesquisa em atividade física. 6ª ed. Porto Alegre: Artmed.

Tozoni-Reis, M. F. C. (2009). Metodologia de pesquisa. 2ª ed, Curitiba: IESDE Brasil S.A.

Tracy, J. L., & Robins, R. W. (2007). The psychological structure of pride: A tale of two facets. Journal of Personality and Social Psychology, 92(3), 506 –525.

Ulusoy, E. (2016). Experiential responsible consumption. Journal of Business Research, 69(1), 284-297.

Vicente-Molina, M. A., Fernández-Sáinz, A., & Izagirre-Olaizola, J. (2013). Environmental

knowledge and other variables affecting pro-environmental behaviour: Comparison of university students from emerging and advanced countries. Journal of Cleaner Production, 61, 130-138.

Watson, L., & Spencer, M. (2007). Causes and consequences of emotions on consumer behaviour: A review and integrative cognitive appraisal theory. European Journal of Marketing, 41 (5/6), 487-511.

Wang, J., & Wu, L. (2016). The impact of emotions on the intention of sustainable consumption choices: evidence from a big city in an emerging country. Journal of Cleaner Production, 126, 325-226.

Williams, L., & DeSteno, D. (2009). Pride: Adaptive social emotion or seventh sin? Psychological Science.


Apontamentos

  • Não há apontamentos.


Direitos autorais 2019 CBR - Consumer Behavior Review - ISSN 2526-7884

Licença Creative Commons
Esta obra está licenciada sob uma licença Creative Commons Atribuição 4.0 Internacional.

  

 RePEc Ideas

Flag Counter

Consumer Behavior Review - eISSN: 2526-7884

Creative Commons License
Esta obra está licenciada com uma Licença Creative Commons Attribution-NonCommercial 4.0 International License