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Green Strings vs. Purse Strings -Role of Eco-Emotions in Pro-Environmental Consumer Behaviour

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dc.contributor.advisorGoel, Vinod
dc.contributor.authorBose, Rahul
dc.date.accessioned2023-08-04T15:15:29Z
dc.date.available2023-08-04T15:15:29Z
dc.date.issued2023-08-04
dc.date.updated2023-08-04T15:15:29Z
dc.degree.disciplineInterdisciplinary Studies
dc.degree.levelMaster's
dc.degree.nameMA - Master of Arts
dc.description.abstractThis study explores the influence of negative mixed emotions on consumer purchase choices in the context of environmental degradation. Previous research has focused on attitudes and emotions affecting preferences and willingness to pay, but understanding the gap between willingness to pay and actual behavior is crucial. The study uses a discrete choice experiment to examine the direct effect of "mixed integral eco-emotions" on purchase choices. Participants make a discrete purchase decision between two products with different environmental attributes and prices. Results show that eliciting mixed emotions, including sadness, anger, and guilt, significantly impacts pro-environmental purchases across various price points and product categories. The research also considers environmental attitudes, antecedents to emotions, risk attitudes, and construal level. This study emphasizes the importance of comprehending the intention-to-action gap and the role of mixed emotions in predicting pro-environmental consumer behavior, necessitating new models for understanding and explaining such behavior.
dc.identifier.urihttps://hdl.handle.net/10315/41357
dc.languageen
dc.rightsAuthor owns copyright, except where explicitly noted. Please contact the author directly with licensing requests.
dc.subjectCognitive psychology
dc.subjectEconomics
dc.subjectPhilosophy
dc.subject.keywordsJudgment and decision making
dc.subject.keywordsGreen marketing
dc.subject.keywordsChoice modelling
dc.subject.keywordsPro-environmental behavior
dc.subject.keywordsConsumer behavior
dc.subject.keywordsAffect
dc.subject.keywordsMixed emotions
dc.subject.keywordsConstrual level
dc.subject.keywordsWillingness to pay
dc.subject.keywordsCognitive antecedents (appraisal dimensions )
dc.subject.keywordsAffect as information
dc.subject.keywordsPricing for green products
dc.subject.keywordsSustainability
dc.titleGreen Strings vs. Purse Strings -Role of Eco-Emotions in Pro-Environmental Consumer Behaviour
dc.typeElectronic Thesis or Dissertation

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