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Psychological determinants of sustainable consumer behavior: the role of guilt in sustainable fashion consumption
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Orientador(es)
Resumo(s)
The fashion industry’s environmental impact has spurred interest in sustainable fashion,
emphasizing the need to address the attitude-behaviour gap in sustainable consumption and
facilitate a broader adoption of sustainable fashion. The purpose of this research is to investigate
how coupling environmental claims with emotional appeals of hope, pride, guilt, and shame,
influences consumer purchase intentions in sustainable fashion. This research undertook a
quantitative approach, building evidence in favor of the developed hypotheses using a survey based experimental design with 305 respondents. Data were analyzed through the use of
ANOVA, ANCOVA, and Hayes’ mediation analyses. Results revealed mixed findings, as the
emotional manipulation failed to induce significant differences in the intended emotions. Only
the hope appeal showed a statistically significant impact on purchase intentions, albeit with
limitations in attributing this to the intended emotional response. The findings highlight the
complexity of isolating specific emotions and underscore the need for future research to explore
their nuanced roles in promoting sustainable consumption.
Descrição
Palavras-chave
Sustainable consumer behaviour Sustainable fashion Emotional appeal Purchase intention Environmental claim Advertisement Hope appeal Pride appeal Guilt appeal Shame appeal