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

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.

Unravelling the differential effects of pride and guilt along with values on green intention through environmental concern and attitude

“…Further study was conducted by Lima et al (2019) to examine the impact of pride and guilt on green purchasing intention. The findings indicated that guilt is a potent factor that has the potential to encourage green product purchase intention in comparison to pride.…”

Niat Pembelian Green Product: Peran Kesadaran Diri Masyarakat, Kebanggaan, Rasa Bersalah, Dan Kesadaran Masyarakat

“…Namun, efek ini tidak selalu tersedia. Misalnya, Lima et al (2019) mendokumentasikan tidak ada hubungan antara kebanggaan dan niat membeli. Juga, Rowe et al (2019) menunjukkan bahwa kesalahan yang diingat tidak terkait dengan niat ini.…”

“…Selain itu, dalam penelitiannya, Kabadayı et al (2015) menunjukkan pengaruh positif perasaan bersalah pada produk hijau setelah mensurvei 172 mahasiswa di Turki. Demikian pula, Lima et al (2019) memverifikasi tanda positif setelah meneliti 138 orang Brasil. Dengan menunjukkan informasi dan bukti ini, kami menyatakan hipotesis dua sebagai berikut.…”

“…Selama mereka menganggap pelanggaran norma kesetaraan moral, laki-laki masih memiliki rasa bersalah yang kuat (Lindenmeier, Lwin, Andersch, Phau, & Seemann, 2017). Dengan memiliki tanda positif, penelitian ini mendukung Harth et al (2013), Kabadayı et al (2015), dan Lima et al (2019).…”

Marketing Verde: Comparando o consumo de produtos ecológicos nas gerações X e Y

“…De resto, outros fatores também poderão influenciar o consumo ecológico, tais como os sentimentos do consumidor (Lima, Costa & Félix, 2019). Também é preciso salientar que nem sempre as estratégias de Marketing Verde utilizadas pelas empresas conduzem a um sentimento de confiança por parte dos consumidores (Mangini, Amaral, Conejero & Pires, 2020).…”