Publicação
The impact of gratitude on sustainable behavior - gratitude and sustainable behavior in a hedonic context
| Resumo: | Extant research has established the beneficial impact of gratitude on health and well-being. However, its effect on sustainable behaviors remains understudied. Our work investigates the influence of gratitude on sustainable behavior intentions in a utilitarian (Study 1) and hedonic context (Study 2) as well as the mediating role of perceived value in its functional, emotional, and social dimensions. We hypothesize that increasing the gratitude felt towards an item increases sustainable behavior intentions, in terms of prolonging the product’s use and taking care of it. The results of two experimental studies (N1 = 110, N2 = 109) indicate that gratitude towards an item increases consumers’ sustainable behavior intentions. Both studies investigate the same product (sunglasses) in a different framing. Mediated by the perceived functional value, gratitude towards an item in the utilitarian context results in increased intentions for the sustainable behavior “Prolonging Use” while in the hedonic context, it results in a higher likelihood for a “Taking Care” behavior. The results shed light on the relationship between gratitude and sustainable behaviors and its mediating factors. Understanding the interplay between these variables offers valuable insights for businesses, scholars, and policymakers, aiming to promote more sustainable consumption patterns. |
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| Autores principais: | Shemunkasho, Afrem |
| Assunto: | Gratitude Sustainable behavior Perceived value Hedonic products Consumer psychology Environmental psychology Sustainability Marketing |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Extant research has established the beneficial impact of gratitude on health and well-being. However, its effect on sustainable behaviors remains understudied. Our work investigates the influence of gratitude on sustainable behavior intentions in a utilitarian (Study 1) and hedonic context (Study 2) as well as the mediating role of perceived value in its functional, emotional, and social dimensions. We hypothesize that increasing the gratitude felt towards an item increases sustainable behavior intentions, in terms of prolonging the product’s use and taking care of it. The results of two experimental studies (N1 = 110, N2 = 109) indicate that gratitude towards an item increases consumers’ sustainable behavior intentions. Both studies investigate the same product (sunglasses) in a different framing. Mediated by the perceived functional value, gratitude towards an item in the utilitarian context results in increased intentions for the sustainable behavior “Prolonging Use” while in the hedonic context, it results in a higher likelihood for a “Taking Care” behavior. The results shed light on the relationship between gratitude and sustainable behaviors and its mediating factors. Understanding the interplay between these variables offers valuable insights for businesses, scholars, and policymakers, aiming to promote more sustainable consumption patterns. |
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