Moral disengagement: A guilt free mechanism for non-green buying behavior

Sharma, Nitika; Paço, Arminda do

doi:10.1016/j.jclepro.2021.126649

Cited by 26 publications

(35 citation statements)

References 74 publications

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“…It infers that both attitude towards the well-being of others and concern for the future influence the anthropocentric perspective of the consumers, which increases the discretion and ministration of the consumers towards the environment as the current environmental circumstances are a threat to others and the future (Coffey, 2021). Also, presently, the environmental situation is extremely hazardous (Sharma and Paço, 2021), which might be the reason for the high impact of general pro-social attitude, which assists in exhibiting the concerns for society and others at present, which leads to caring for the environment, through environmental concern as compared to the influence of generations, and which is a concern for future on environmental concern. However, while assessing the impact of emotional loyalty, it has been found that high and low emotional loyalty has no impact on general pro-social attitude to environmental concern and generations to environmental concern, which indicates that attitude towards others and concern for future which remain the same, irrespective of high or low emotional engagement.…”

Section: Discussionmentioning

confidence: 99%

“…Therefore, it is quite possible that understanding the eco-innovation done by the firms might impact the intentions to buy green products. Third, consumers are opting for greener options, and this opportunity can ameliorate policymakers' green strategies and functions (Sharma and Paço, 2021). Fourth, consumers are cynical regarding green products (Sarabia-Andreu et al, 2019), and apprehension regarding greenwashing is intensifying .…”

Section: Introductionmentioning

confidence: 99%

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The impact of eco-innovation on green buying behaviour: the moderating effect of emotional loyalty and generation

Sharma

Paço

Kautish

2022

MEQ

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PurposeThis study intends to contribute to the literature of eco-innovation by examining the pro-environmental intentions and behaviour among consumers through their understanding of eco-innovation. Thus, the relationship among eco-innovation, general pro-social attitude, generativity, environmental concern, purchasing intentions and buying environmentally friendly products and the differences of the relationship between high and low emotional loyalty and Generation Y and Z were investigated via structural equation modelling (SEM).Design/methodology/approachData were collected through an online questionnaire directed to Indian consumers, and analysis was done through partial least square structural equation modelling (PLS-SEM) in two stages, i.e. measurement model and structural model.FindingsResults confirm the relationships established in the proposed model, and some differences were found between the levels of emotional loyalty and the Generations Y and Z. The research shows that individualistic norms and perceived marketplace influence play a purposeful role in transforming environmental concerns into buying behaviour towards eco-innovation-driven products.Practical implicationsFrom a policy and management perspective, the results not only imply the importance of continuous performance and environmental improvement but also those policies hindering diffusion and adoption need to be addressed. Green buying is an elusive task but can be opportunely attained by marketers by adding elements of eco-innovations and understanding mindsets of consumers to create win–win situations for themselves and consumers.Originality/valueThe results reinforced that emotional loyalty and Generations Y and Z vitally impact consumers' green buying decision within the framework of eco-innovation and cognitive factors.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The impact of eco-innovation on green buying behaviour: the moderating effect of emotional loyalty and generation

Sharma

Paço

Kautish

2022

MEQ

Self Cite

View full text Add to dashboard Cite

show abstract

“…Communication with customers serves as an essential strategy to deliver value in marketing through advertisements or promotions as well as through the translation of images and concepts to consumers. Research suggests that consumers occasionally encounter morality calls to be green by buying environmentally friendly products, and they may feel guilty if they do not follow through on this [ 33 ]. However, this feeling is not always translated into purchase behavior.…”

Section: Discussionmentioning

confidence: 99%

“…However, this feeling is not always translated into purchase behavior. The literature implies that brilliant images sell better than “the sense of guilt” [ 33 , 34 ]. As value is never appreciated via guilt, it lacks meaning and purpose.…”

Section: Discussionmentioning

confidence: 99%

Innovative Strategies to Fuel Organic Food Business Growth: A Qualitative Research

Chen

Liu

Wang

et al. 2022

IJERPH

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This study aimed to identify the factors affecting consumer behavior and customer loyalty toward organic food. Whether consumers seek organic food for a healthy body or more as food for thought continues to be debated. However, since consumers’ purchase habits are based on their honest life experiences, which shape the building of a brand, this study reviewed the extant literature to understand the factors influencing the purchasing behavior for organic food. The follow-up problems highlighted in the research are related to organic business marketing strategy. Based on our methodology, we conducted semi-structured interviews to gain themes for qualitative research. The study found that availability, variety, and taste were the top three factors affecting consumers’ purchase decisions; surprisingly, neither price nor health-consciousness was the first concern. Using market-led innovation as an innovative lens to understand customer loyalty, this research highlights sustainable and advantageous business practices in the organic food market to enrich the literature on organic food purchasing behavior from multiple stakeholders.

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“…Moral justification can be perceived as a mechanism to disengage ones (unethical) actions from moral standards (moral disengagement, see Bandura, 1999). Sharma and Paço (2021) show that consumers can use moral disengagement to justify nonsustainable choices. However, in this study we will study if sustainability claims can be used to morally justify self-indulgent behavior.…”

Section: Advertising Frames Elicit Different Types Of Justificationsmentioning

confidence: 99%

A good reason to buy: Justification drives the effect of advertising frames on impulsive socially responsible buying

Moes

Fransen

Verhagen

et al. 2022

Psychology and Marketing

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Today, consumers expect companies to be socially responsible. However, the literature is undecided about the effects of communicating one's corporate social responsibility activities to consumers. This raises the question of how sustainabilitydriven companies can best advertise their products to stimulate ethical consumption: using self-benefit frames, where the main beneficiary is the consumer, or using other-benefit frames, where the main beneficiary is a third party. Using three experiments, this study examines the effect of other-benefit (vs. self-benefit) advertising frames on consumers' impulse purchases from sustainability-driven companies. Increasing impulse purchases can help such companies to strengthen their competitive positions. Additionally, it is studied to what extent two types of justification (moral versus deservingness) explain the proposed effect of advertising frames. The results show that only other-benefit frames affect impulse buying behavior, both directly, as mediated by moral justification. This study's insights may help sustainability-driven companies to decide on their advertising strategies by providing evidence that other-benefit-framed advertisements are more effective in enhancing impulse purchases than self-benefit-framed advertisements.

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Moral disengagement: A guilt free mechanism for non-green buying behavior

Cited by 26 publications

References 74 publications

The impact of eco-innovation on green buying behaviour: the moderating effect of emotional loyalty and generation

The impact of eco-innovation on green buying behaviour: the moderating effect of emotional loyalty and generation

Innovative Strategies to Fuel Organic Food Business Growth: A Qualitative Research

A good reason to buy: Justification drives the effect of advertising frames on impulsive socially responsible buying

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