Moral Emotions and Self-Regulation: an Investigation in the Case of Ethical Consumption
Results from three studies show that guilt and pride influence both the intentions to purchase ethical products in the future and stable efficacy beliefs about sustainability hold by consumers. This demonstrates that emotions do not just affect behaviour but they can also drive the development of moral beliefs about sustainability.
Paolo Antonetti and Stan Maklan (2013) ,"Moral Emotions and Self-Regulation: an Investigation in the Case of Ethical Consumption", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 133-134.
Paolo Antonetti, Cranfield School of Management, UK
Stan Maklan, Cranfield School of Management, UK
E - European Advances in Consumer Research Volume 10 | 2013
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