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Proud and Relieved? How Consumers' Emotions towards an Environmental Policy Affect Perceived Policy Effectiveness and Pro-Environmental Behavior
University of Southern Denmark, Denmark.ORCID iD: 0000-0001-9648-5740
University of Southern Denmark, Denmark.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration, Umeå, Sweden.ORCID iD: 0000-0003-2593-9439
University of Southern Denmark, Denmark.
2021 (English)In: Proceedings of the European Marketing Academy, 50th, 2021, European Marketing Academy , 2021, article id 94510Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

Public policymakers have made substantial efforts to promote individuals’ pro-environmental behavior. However, knowledge is sparse on why people support these initiatives and, most importantly, why and how these efforts shape consumers’ direct or activist pro-environmental behavior. Therefore, the present study examines how consumers’ emotions towards the outcomes of an environmental policy affect both indirect or non-activist (ie support for policy) and direct or activist pro-environmental behavior (ie purchase intention for fossil fuel free cars). The findings of an empirical study among Swedish consumers show that feelings of pride and guilt-relief associated with the outcome of an environmental policy positively influence activist and non-activist pro-environmental behavior through perceptions of policy effectiveness. The findings help academics to understand consumers’ pro-environmental behavior from a policy perspective and yield insights for policymakers and practitioners.

Place, publisher, year, edition, pages
European Marketing Academy , 2021. article id 94510
Keywords [en]
Emotions, Perceived policy effectiveness, Pro-environmental behavior
National Category
Business Administration
Identifiers
URN: urn:nbn:se:oru:diva-105211OAI: oai:DiVA.org:oru-105211DiVA, id: diva2:1746722
Conference
50th Annual European Marketing Academy Conference (EMAC 2021), Madrid, Spain, (Online conference), May 25-28, 2021
Available from: 2023-03-29 Created: 2023-03-29 Last updated: 2023-03-29Bibliographically approved

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Rezvani, Zeinab

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • Other style
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Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
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  • asciidoc
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