Can Guilt and Shame-induced Marketing Encourage Environmentally Conscious Consumption? A quantitative study on consumer response to negative emotional appeals in green advertising

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Shukla, Paurav
dc.contributor.author Saarelainen, Aino
dc.date.accessioned 2018-09-10T09:25:34Z
dc.date.available 2018-09-10T09:25:34Z
dc.date.issued 2018
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/33930
dc.description.abstract Objectives The main objectives of this study are to explore whether negative self-conscious emotions, like shame and guilt, would be an effective marketing method for a cause-related marketing campaign promoting sustainable products. Research on emotional appeals in advertising holds a clear consensus on consumer response to guilt and shame-appeals but lacks literature on the use of those appeals in green marketing. This research aims to fill that gap in research. Summary First, literature on guilt, shame, green gap, and different consumption ways was explored. Then a quantitative study was conducted exploring green advertising from the viewpoint of four different dimensions product consumption: public-hedonic, public-utilitarian, private-hedonic and private-utilitarian. The questionnaire was conducted online and a sample of N=133 was gathered. Conclusions The study revealed that low-intensity guilt and shame-appeals in green advertisements do not encourage consumers to make significantly more green purchasing decisions. However, further research is needed to determine whether an advertisement with slightly higher intensity level in the emotional appeals would work as a driver of sustainable consumption. en
dc.format.extent 46 + 3
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Can Guilt and Shame-induced Marketing Encourage Environmentally Conscious Consumption? A quantitative study on consumer response to negative emotional appeals in green advertising en
dc.type G1 Kandidaatintyö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Mikkelin kampus fi
dc.subject.keyword consumer behavior en
dc.subject.keyword green marketing en
dc.subject.keyword hedonic consumption en
dc.subject.keyword utilitarian consumption en
dc.subject.keyword public consumption en
dc.subject.keyword private consumption en
dc.subject.keyword guilt en
dc.subject.keyword shame en
dc.identifier.urn URN:NBN:fi:aalto-201809105041
dc.type.ontasot Bachelor's thesis en
dc.type.ontasot Kandidaatintyö fi
dc.programme (Mikkeli) Bachelor’s Program in International Business en


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