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The impact of gratitude on sustainable behavior - gratitude and sustainable behavior in a hedonic context
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Extant research has established the beneficial impact of gratitude on health and well-being.
However, its effect on sustainable behaviors remains understudied. Our work investigates the
influence of gratitude on sustainable behavior intentions in a utilitarian (Study 1) and hedonic
context (Study 2) as well as the mediating role of perceived value in its functional, emotional,
and social dimensions. We hypothesize that increasing the gratitude felt towards an item
increases sustainable behavior intentions, in terms of prolonging the product’s use and taking
care of it. The results of two experimental studies (N1 = 110, N2 = 109) indicate that gratitude
towards an item increases consumers’ sustainable behavior intentions. Both studies investigate
the same product (sunglasses) in a different framing. Mediated by the perceived functional
value, gratitude towards an item in the utilitarian context results in increased intentions for the
sustainable behavior “Prolonging Use” while in the hedonic context, it results in a higher
likelihood for a “Taking Care” behavior. The results shed light on the relationship between
gratitude and sustainable behaviors and its mediating factors. Understanding the interplay
between these variables offers valuable insights for businesses, scholars, and policymakers,
aiming to promote more sustainable consumption patterns.
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Gratitude Sustainable behavior Perceived value Hedonic products Consumer psychology Environmental psychology Sustainability Marketing