How anticipated pride and guilt influence green consumption in the Middle East: The moderating role of environmental consciousness |
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| Affiliation: | 1. Department of Management, College of Business Administration, University of Sharjah, United Arab Emirates;2. Quaid-i-Azam School of Management Sciences, Quaid-i-Azam University Islamabad, Pakistan;1. Business School, Zhengzhou University, Zhengzhou, China;2. School of Management, Harbin Institute of Technology, Harbin, China;1. Gebze Technical University, Kocaeli, 41400, Turkey;2. Yalova University, Yalova, 77100, Turkey;1. School of Management, Zhejiang University of Technology, 18 Chaowang Rd, Gongshu District, Hangzhou, Zhejiang, 310014, China;2. Desautels Faculty of Management, McGill University, 1001 Sherbrooke Street West, Montreal, Quebec, H3A 1G5, Canada;1. School of Management, Harbin Institute of Technology, 92 West Dazhi Street, Nan Gang District, Harbin, 150001, China;2. Desautels Faculty of Management, McGill University, 1001 Sherbrooke Street West, Montreal, Quebec, H3A 1G5, Canada |
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| Abstract: | This research empirically tests the combined effect of anticipated pride, anticipated guilt, and environmental consciousness in parallel to the Theory of Planned Behavior's main components on green purchase intention. For the first time, it also explores the interaction of environmental consciousness, anticipated pride, anticipated guilt, and attitude, respectively, on green purchase intention. Analysis of 304 responses collected from consumers in the United Arab Emirates revealed that environmental consciousness, attitude towards green products, anticipated pride, and anticipated guilt positively influence the intention to purchase green products, but not perceived behavioral control and subjective norms. Interestingly, anticipated pride increases green purchase intention under low level of environmental consciousness, while anticipated guilt decreases purchase intention. In contrast, anticipated guilt positively influences green purchase intention under high environmental consciousness, while anticipated pride does not. This study extends current knowledge related to green purchase behavior and provides a nuanced understanding of the influence of anticipated emotions. It also provides practical implications for marketers in the Middle East to formulate effective strategies to stimulate green products consumption. |
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| Keywords: | Green purchase intention Anticipated pride Anticipated guilt Environmental consciousness Theory of planned behavior Middle East |
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