Impact of ambivalent attitudes on green purchase intentions: The role of negative moods

Abstract

While negative moods (e.g., anxiety and depression) deriving from environmental problems have become a common public concern, little is known about how consumers’ negative mood states affect their green purchase intentions, especially when consumers hold ambivalent attitudes toward buying green products. This paper addresses these issues through four studies of Chinese consumers. Our findings demonstrate that highly ambivalent attitudes toward green products decrease green purchase intentions (Study 1). This negative effect is weakened when consumers are in a more (as opposed to less) anxious mood (Studies 2 and 3) but strengthened when consumers are in a more (as opposed to less) depressed mood (Study 4). Both effects are more prominent among low‐ambivalence consumers than high‐ambivalence consumers. This research shows that not all negative mood states have the same influence on consumers’ green purchase decision making.

How different advertising appeals (green vs. non-green) impact consumers' willingness to pay a premium for green agricultural products

“…Emotional green appeal (the proud green appeal and the admiring green appeal) contributed to increasing consumers' perceived value (Wang et al, 2017). Specifically, positive green emotional appeal made consumers feel happy, helped increase consumer acceptance of the advertisement and brand (Fredrickson, 2001), and thus increased consumers' green perceived value (Wang et al, 2022). Consumers' green perceived value less strongly because non-green advertising appeal focuses more on characteristics connected to how green agricultural products perform (Kong and Zhang, 2014).…”

Critical Influences on Responsible Tourism Behavior and the Mediating Role of Ambivalent Emotions

“…More importantly, scholars have reviewed the extant literature and concluded that studies which investigated the combined effects of mixed emotions are scant [59]. Specifically, few studies investigated the effects of ambivalence on behavioral intention [60], and current studies on ambivalence investigated the decisionmaking of family-run firms [61], green purchase intentions [60], human rights [62], reservations in luxury restaurants [63], mobile shopping carts [64], service experience [59], and teaching children with ADHD [65]. In other words, although a number of ambivalence studies have been conducted within the scope of business, education, service, sociology, and hospitality, there are few studies on ambivalence within the context of tourism and travel.…”

Consumer e‐waste disposal behaviour: A systematic review and research agenda

“…As a result, future studies should look at whether consumers who are strongly driven to dispose of e-waste are more likely to be loyal to green producers (Lin et al, 2017) and purchase green products (Felix et al, 2021;Wang et al, 2021). Similarly, future research will benefit from looking into the relationship between customers' ewaste disposal behaviour and their willingness to pay a premium for environmentally friendly products (Katt & Meixner, 2020;Kautish et al, 2019).…”

“…In light of this knowledge vacuum, we anticipate that consumer e‐waste disposal behaviour may have an impact on environmental variables and downstream consumer psychological responses, with significant implications for practitioners and government agencies. As a result, future studies should look at whether consumers who are strongly driven to dispose of e‐waste are more likely to be loyal to green producers (Lin et al., 2017) and purchase green products (Felix et al., 2021; Wang et al., 2021). Similarly, future research will benefit from looking into the relationship between customers’ e‐waste disposal behaviour and their willingness to pay a premium for environmentally friendly products (Katt & Meixner, 2020; Kautish et al., 2019).…”

“…Thus, one line of inquiry for future research in this area is to see if consumer intention to dispose of e‐waste mediates the relationship between autonomy‐supportive green WoM messages and green satisfaction (Chen, 2013), green purchase intention (Mansoor & Paul, 2021; Sharma, 2021), and green loyalty (Gelderman et al., 2021). Similarly, it would be very interesting to determine whether consumer e‐waste behaviour mediates the influence of green ambivalence on consumers’ passion for the environment (Gunden et al., 2020; Wang et al., 2021). Finally, it would be fascinating to see if customer disposal behaviour helps to moderate the influence of green innovation on willingness to pay a higher price for green products (Fang & Zhang, 2021).…”