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Drivers to and barriers against sustainable consumption: exploring the role of consumer anticipated emotions in the context of consumer adoption of alternative fuel vehicles
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration. (RiseB)
2017 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

With the increasing environmental problems, sustainable consumption is an important consumer behavior. Therefore, it is important to investigate further the significant drivers to and barriers against sustainable consumption, in order to increase the share of sustainable consumption and understanding of consumer behavior. This dissertation identifies two gaps. The first is in understanding consumer positive and negative anticipated emotions as an important factor influencing high-involvement sustainable consumption. The second gap relates to the lack of understanding about the associations between anticipated emotions and personal moral norms in high-involvement sustainable consumption. Against this background, the aim is to contribute to the sustainable consumption literature by investigating the roles and relations of anticipated emotions, personal moral norms, and weighing costs and benefits as drivers to and barriers against consumer adoption of a high-involvement sustainable product. A literature review and two empirical studies were conducted. Consumer adoption of alternative fuel vehicles is the specific sustainable consumption. Using quantitative methods, this phenomenon is investigated in the empirical studies conducted in Sweden. It was shown that anticipated emotions have direct effects on consumers' intention to adopt alternative fuel vehicles. Moreover, positive anticipated emotions (e.g. pride, pleasure, happiness) are drivers of sustainable consumption, while negative anticipated emotions (e.g. regret, embarrassment) are barriers against the sustainable consumption. This dissertation suggests an extension to the norm activation model, and shows that moral norms, ascription of responsibility, and awareness of environmental problems influence consumers' intentions through consumers’ anticipated emotions. For people who perceive high social norms related to decreasing the environmental impacts of car driving, the influence of positive anticipated emotions and personal moral norms are stronger. This points toward the social aspect of sustainable consumption and suggests that targeting the consumers who perceive high social norms is an important step to promoting sustainable consumption. Findings would be of relevance to marketers, policymakers and environmental organizations. Creating awareness and communicating personal responsibilities and moral norms related to the environment and consumption are important drivers for consumer adoption of sustainable products. However, it is noteworthy that consumer anticipated emotions about high-involvement sustainable products (such as alternative fuel vehicle) have also important influence on the sustainable consumption. Thus, consumer anticipated emotions should be considered in designing promotion programs.

Place, publisher, year, edition, pages
Umeå, Sweden: Umeå Universitet , 2017. , 61 p.
Series
Studier i företagsekonomi. Serie B, ISSN 0346-8291 ; 98
Keyword [en]
Consumer behavior, sustainable consumption, anticipated emotion, moral norm, attitudes, electric vehicles, alternative fuel vehicles
National Category
Business Administration
Research subject
marketing
Identifiers
URN: urn:nbn:se:umu:diva-138742ISBN: 978-91-7601-761-6 (print)OAI: oai:DiVA.org:umu-138742DiVA: diva2:1136907
Public defence
2017-09-22, Hörsal A, Samhällsvetarhuset, Umeå, 13:00 (English)
Opponent
Supervisors
Available from: 2017-09-01 Created: 2017-08-29 Last updated: 2017-09-05Bibliographically approved
List of papers
1. Advances in consumer electric vehicle adoption research: a review and research agenda
Open this publication in new window or tab >>Advances in consumer electric vehicle adoption research: a review and research agenda
2015 (English)In: Transportation Research Part D: Transport and Environment, ISSN 1361-9209, E-ISSN 1879-2340, Vol. 34, 122-136 p.Article in journal (Refereed) Published
Abstract [en]

In spite of the purported positive environmental consequences of electrifying the light duty vehicle fleet, the number of electric vehicles (EVs) in use is still insignificant. One reason for the modest adoption figures is that the mass acceptance of EVs to a large extent is reliant on consumers’ perception of EVs. This paper presents a comprehensive overview of the drivers for and barriers against consumer adoption of plug-in EVs, as well as an overview of the theoretical perspectives that have been utilized for understanding consumer intentions and adoption behavior towards EVs. In addition, we identify gaps and limitations in existing research and suggest areas in which future research would be able to contribute.

Place, publisher, year, edition, pages
Elsevier, 2015
Keyword
consumer behavior, electric vehicles, adoption behavior, intention, literature review
National Category
Business Administration Social Sciences Interdisciplinary
Research subject
Business Studies
Identifiers
urn:nbn:se:umu:diva-94723 (URN)10.1016/j.trd.2014.10.010 (DOI)000348560000011 ()
Projects
RiseB
Note

USBESDA

Available from: 2014-10-15 Created: 2014-10-15 Last updated: 2017-08-31Bibliographically approved
2. Cause I'll Feel Good!: An Investigation into the Effects of Anticipated Emotions and Personal Moral Norms on Consumer Pro-environmental Behavior
Open this publication in new window or tab >>Cause I'll Feel Good!: An Investigation into the Effects of Anticipated Emotions and Personal Moral Norms on Consumer Pro-environmental Behavior
2017 (English)In: Journal of Promotion Management, ISSN 1049-6491, E-ISSN 1540-7594, Vol. 23, no 1, 163-183 p.Article in journal (Refereed) Published
Abstract [en]

Anticipated emotions and moral norms have previously been found to influence consumer adoption of pro-environmental products in different ways. However norms and emotions have seldom been combined in order to understand their relations in motivating consumers to adopt sustainable products. Despite the environmental benefits of sustainable products, consumer adoption is slow to take off. Utilizing data from an online survey (N=576), this study finds that anticipated emotions directly influence consumer adoption and the effect of moral norms is mediated by the anticipated emotions. This study extends the norm activation model and implies communicating positive emotions for promoting sustainable products.

Place, publisher, year, edition, pages
Taylor & Francis, 2017
Keyword
anticipated emotion, ascription of responsibility, attitude, consumer pro-environmental behavior, personal moral norm
National Category
Business Administration
Identifiers
urn:nbn:se:umu:diva-117949 (URN)10.1080/10496491.2016.1267681 (DOI)
Note

USBESDA

Available from: 2016-03-08 Created: 2016-03-08 Last updated: 2017-08-31Bibliographically approved
3. Consumer Adoption of High-Involvement Sustainable Products: Exploring the Interplay of Gain, Normative, and Hedonic Motivations and the Role of Perceived Social Norm
Open this publication in new window or tab >>Consumer Adoption of High-Involvement Sustainable Products: Exploring the Interplay of Gain, Normative, and Hedonic Motivations and the Role of Perceived Social Norm
(English)Manuscript (preprint) (Other academic)
Abstract [en]

Recent conceptual studies identify gain, normative, and hedonic factors as three categories of motivation of consumer pro-environmental behavior. However, empirical understanding of how these motivations interact and affect pro-environmental behavior is limited. This study is based on a survey of car owners in Sweden and utilizes structural equation modeling to analyze the data. The empirical findings show that consumers’ hedonic motivations mediate the effect of normative and gain motivations on pro-environmental behavioral intentions. For consumers who perceive high social norms with regard to sustainable consumption, the direct effect of hedonic motivations on behavioral intention is stronger and the direct effect of gain motivations is insignificant. The business strategy implications point to targeting consumers who perceive high social norms in relation to pro-environmental behavior and communicating the hedonic and normative aspects of pro-environmental behaviors.

Keyword
Consumer pro-environmental behavior, gain, norm, hedonic motivation
National Category
Business Administration
Research subject
marketing
Identifiers
urn:nbn:se:umu:diva-138736 (URN)
Available from: 2017-08-29 Created: 2017-08-29 Last updated: 2017-08-31
4. Exploring the Role of Consumer Anticipated Emotions in High-Involvement Sustainable Consumption
Open this publication in new window or tab >>Exploring the Role of Consumer Anticipated Emotions in High-Involvement Sustainable Consumption
(English)Manuscript (preprint) (Other academic)
Abstract [en]

Purpose: This study seeks to explore the role of consumer anticipated emotions in the adoption of high-involvement sustainable products.

Design/methodology/approach: A survey of car owners in Sweden is utilized.

Findings: It is shown that positive anticipated emotions positively influence consumer intention to adopt alternative fuel vehicles. The study specifically investigates anticipated pride and happiness and finds that these emotions positively correlate with consumer adoption intention. Moreover, anticipating positive emotions correlate with both adoption intention and consumers’ environmental self-efficacy positively. Positive attitudes toward alternative fuel vehicles also positively correlate with anticipation of positive emotions in consumers.

Practical implications: The results promote the usage of positive emotions of pride and happiness in communicating alternative fuel vehicles to consumers. These emotions can directly influence alternative fuel vehicle adoption intention, and strengthen belief in consumers that their actions can have a positive influence on the environment.

Keyword
Anticipated emotions, environmental self-efficacy, attitudes, adoption intention, high-involvement, sustainable product, alternative fuel vehicles
National Category
Business Administration
Research subject
marketing
Identifiers
urn:nbn:se:umu:diva-138738 (URN)
Available from: 2017-08-29 Created: 2017-08-29 Last updated: 2017-08-31

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