| dc.description.abstract | In response to the escalating trend of conscious consumption, there exists a significant market opportunity for sustainable products. To capitalize on this potential, it is essential to advance the field of the psychological mechanisms that influence consumers' decisions when choosing between sustainable and non-sustainable products. This research aims to investigate various cognitive inferences and immediate emotional responses, two pivotal psychological dimensions of consumer behavior, in relation to product decision, sustainable vs non-sustainable. Additionally, we seek to determine the extent to which these inferences and emotions influence the selection between these products.
By conducting two studies, where Study 1 utilizes secondary data and Study 2 acts as an expanded follow-up from the existing research, we discover that cognitive inferences such as perceived safety, aesthetic appeal, innovativeness, and femininity, along with the emotions of hope and pride, are associated with a sustainable product. Moreover, we find that perceived quality and the emotions of guilt and pride are associated with a non-sustainable product.
Key drivers for the selection of the sustainable product include perceived quality and safety, as well as the sub-dimension of perceived innovativeness, excitement, which are the most critical positive drivers for the preference of the sustainable product. Conversely, perceived femininity associated with the sustainable product has a negative effect on the willingness to pay a premium for it. The most intriguing finding is that fear has a slight negative effect on the choice of the sustainable product if this emotion is elicited by it. However, if this emotion is attributed to the non-sustainable product, it becomes a potent positive driver for the sustainable product.
These insights contribute significantly to the existing literature on sustainable consumer behavior, offering a perspective that can guide businesses in developing strategies that resonate with the immediate thoughts that influence customer preferences. Our study paves the way for future research to further unravel the nuanced dynamics of cognitive inferences and emotional responses in the context of sustainable consumption. | en_US |
