The Effect of Affective State on Consumers’ Pro-Social Choices: Does Good Mood Make People More Environmentally Friendly?

Xin (Cindy) Wang, University of Oregon, USA
Lan Jiang, City University of Hong Kong
The current research posits that environmentally responsible behaviors (ERBs) and non-environmentally related behaviors (NERBs) differ fundamentally and argues that choices between NERBs and ERBs are influenced by a consumer’s affective state. Our study showed that people under positive (vs. negative) affect exhibited a stronger willingness to perform ERBs (vs. NERBs).
[ to cite ]:
Xin (Cindy) Wang and Lan Jiang (2014) ,"The Effect of Affective State on Consumers’ Pro-Social Choices: Does Good Mood Make People More Environmentally Friendly?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 816-816.