Journal Article

Study on the Impact of Awe on Consumers’ Green Purchasing Intention

Julie, Bonian Deba, Li, Dalin

2024

Overview

Studies show that awe can predict prosocial behaviors. However, the effects of awe on green consumption or its underlying mechanisms remain unclear. Awe promotes the small self that can promote connectedness to nature (CNS). Emotion regulation strategies can modify the effects of emotions on behavior. Therefore, this study investigated the moderating effects of emotion regulation strategies (emotion reappraisal and suppression) and the multi-step mediating effects of the small self and CNS on awe’s impact on consumers’ green purchasing intentions. Through four experiments, the study showed that (a) awe positively impacts consumers’ green purchasing intentions; (b) the small self and CNS play a multi-step mediating role in awe’s positive effect on green purchasing intention; (c) emotion reappraisal moderates awe’s favorable influence on green purchase intentions; and (d) apart from positive awe, negative and unnatural awe also influence green purchasing intention positively. This research has practical implications for companies’ green marketing strategies. Plain language summary Human production and consumption destroy the natural environment. The continued destruction of the natural environment will eventually threaten the survival of human beings. In order to reverse the trend of ecological deterioration, we must change our consumption patterns. Many companies have introduced green products in the market. However, because green products are of poorer quality or more expensive compared to ordinary products, they are not always popular in the market. Green consumption is clearly a moral behavior, so priming moral emotions can promote green consumption. Awe is a typical moral emotion. Awe occurs when we are confronted with a magnificent landscape in nature or a natural disaster. This paper verifies that priming awe can promote green consumption through questionnaires and experiments. On this basis, we found the psychological mechanism of awe promoting green consumption. The awe that arises when people are confronted with a huge natural landscape or a natural disaster makes them realize their insignificance and enhances their connection with nature. This ultimately leads to an increased willingness to consume green. In order to avoid embarrassment, we consciously regulate our emotional responses in our daily lives in order to experience more authentic emotions or to make socially acceptable emotional responses. Emotional regulation strategies include reappraisal and suppression strategies. In this paper, we propose and verify that emotion reappraisal strategies can reinforce the positive effects of awe on green purchasing intentions. The findings of this paper have strong implications for our better use of awe to promote green consumption.

• Publisher: SAGE Publications,SAGE PUBLICATIONS, INC,SAGE Publishing
• Subject: Behavior / Companies / Consumer behavior / Consumer goods / Consumers / Consumption / Consumption patterns / Deterioration / Disasters / Embarrassment / Emotional regulation / Emotional Response / Emotional responses / Emotions / Experiments / Green products / Intention / Landscape / Marketing / Markets / Morality / Natural Disasters / Natural environment / Priming / Prosocial behavior / Psychological Patterns / Purchasing / Self control / Strategies