Antonetti, Paolo and Maklan, Stan (2014) Exploring postconsumption guilt and pride in the context of sustainability. Psychology & Marketing, Volume 31 (Number 9). pp. 717-735. doi:10.1002/mar.20730

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Abstract

This research explores the feelings of guilt and pride experienced by consumers after a purchase decision that involves issues of environmental and social sustainability. Through a multi-method design, the authors examine key dimensions that influence the process of emotional appraisal, illustrate the characteristics of appraisals of guilt/pride and investigate the consequences that emotions have on future choices. In this exploratory research, when a purchase decision includes an ethical dilemma, consumers were found to express guilt or pride even when the purchase is not intentional, i.e. forced by circumstances. Moreover, the study explores how emotions experienced after decisions may have a positive influence on the future purchase of sustainable alternatives. Finally, the paper proposes a new model that describes the process of emotional appraisal and reports on a number of dimensions that were found to lead to guilt and pride. The insights presented extend knowledge of two key consumer emotions and present important implications for practitioners promoting ethical products.

Item Type:	Journal Article
Divisions:	Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	Psychology & Marketing
Publisher:	British Psychological Society
ISSN:	0742-6046
Official Date:	September 2014
Dates:	Date Event September 2014 Published 11 August 2014 Available
Volume:	Volume 31
Number:	Number 9
Page Range:	pp. 717-735
DOI:	10.1002/mar.20730
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access

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