Social and Behavioral Sciences Commons^™

Feelings Of Doing Good For Myself Or Others: Discussing Effects Of Self-Conscious Emotions On Sustainable Consumption, Chi-Cheng Luan

Open Access Dissertations

Consumers have increasing interests in sustainable products, but the actual purchase rate is relatively low. To find the reasons of this gap, previous studies focus primarily on cognitive factors of behavioral change based on the theory of planned behavior. Little research, however, discusses such a sustainable consumption issue from emotional aspects. Thus, this research proposed that self-conscious emotions play an essential role of sustainable consumption behavior, and such emotions are driven from private and public self-consciousness. Study 1 examined participants’ general evaluations toward two emotions and sustainable consumption behaviors. The results showed that empathic concern had a significantly positive effect …