Feelings of guilt and pride: Consumer intention to buy LED lights

Abstract

The adoption of energy-efficient lighting systems such as light-emitting diode (LED) lights is an effective strategy to address global warming and climate change. The adoption of LED light usage is largely shaped by consumer behavior. Understanding the factors that influence consumers' awareness of the advantages of using LED lights and consumers' eventual buying behavior is critical to industry players and policy-makers. The objective of this study is to investigate the significant factors that affect consumer intention to use LED lights among Malaysian households. A survey questionnaire of 1,075 potential consumers was employed and the partial least squares technique was applied in data analysis. The results show that consumer awareness creates responsibility and influences consumers' personal norms and attitudes, and their ultimate intention to buy LED lights. Feelings of guilt about contributing to air pollution and an awareness of the advantages of using LED lights both activate individual personal norms and attitudes, and influence the intention to buy LED lights. Awareness of the advantages of using LED lights, and of the negative consequences of not using them, prompts consumers to have feelings of guilt. The findings point to the importance of creating awareness among consumers.

Unravelling the differential effects of pride and guilt along with values on green intention through environmental concern and attitude

“…A study conducted by Moghavvemi et al (2020) collected responses from Malaysian households through a survey questionnaire to determine the important factors that influence the respondent's intention for using LED bulbs in his/her households. The findings suggested that awareness of using develops the sense of responsibility and thereby intention is intensified through improved attitude and personal norms.…”

“…Mounting evidence from the extensive research indicates the supremacy of anticipated emotions in determining future-oriented ecological and other behaviours (Adams et al , 2020; Schneider et al , 2017; Baumeister and Lobbestae, 2011; Van Der et al , 2012). However, environmental literature reveals that although emotions were recognised as a distinguished predictor of eco-friendly behaviour 30 years ago, it has received scholarly attention very recently, and further research is highly acclaimed (Moghavvemi et al , 2020; Adams et al , 2020; Rowe et al , 2019; Schneider et al , 2017; Bissing-Olson et al , 2016; Rees et al , 2014; Wester et al 2015; Onwezen et al , 2014; Passafaro et al , 2014; Koenig-Lewis et al , 2014; Bissing-Olson et al , 2013; Harth et al , 2013; Onwezen et al , 2013a). Moreover, it has been ignored in prevailing socio-psychological theories, (Han et al , 2016) and whatever recent studies have been conducted considering two states of emotions (pride and guilt) have focussed mainly on consumer behaviour (Rowe et al , 2019).…”

The Last Lick: A Lived Experience of Non-incarcerated Partners

“…Feelings as secondary emotions (Gonzales, 2022), can be either positive or negative depending on whether they express happiness, excitement, pride, fear, anger, or sadness. They may be associated with selfesteem or wrongdoing (Moghavvemi et al, 2020), possessiveness (Ainsworth, 2020), or mere opinions (Yu & Zhang, 2020). Members of the family, particularly non-incarcerated companions of the inmates, may experience feelings of isolation or stigma, as well as guilt, shame, or embarrassment.…”

Semantic Modeling of a VLC-Enabled Task Automation Platform for Smart Offices

“…In this way, they facilitate high data transfer. Nowadays, LED illumination is the most broadly used light source [38], providing a robust infrastructure for establishing fast VLC communications.…”