11-A: “Doing Good and Having Fun” - the Role of Moral Obligation and Perceived Enjoyment For Explaining Foodsharing Intention

This research focus on a combination of morality and hedonism to explain foodsharing behavior. A modified version of field theory was applied to differentiate the consumer’s and provider’s perspective. Results confirmed that foodsharing can be explained by moral obligation and perceived enjoyment, even though the latter is comparatively weak.



Citation:

Nadine Schreiner, Sarah Blümle, and Peter Kenning (2017) ,"11-A: “Doing Good and Having Fun” - the Role of Moral Obligation and Perceived Enjoyment For Explaining Foodsharing Intention", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1058-1058.

Authors

Nadine Schreiner, Heinrich Heine University Düsseldorf, Germany
Sarah Blümle, Heinrich Heine University Düsseldorf, Germany
Peter Kenning, Heinrich Heine University Düsseldorf, Germany



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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