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Journal of the Academy of Marketing Science

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01.05.2015 | Original Empirical Research

The role of moral emotions and individual differences in consumer responses to corporate green and non-green actions

verfasst von: Chunyan Xie, Richard P. Bagozzi, Kjell Grønhaug

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 3/2015

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Abstract

We investigate the mediating role of moral emotions and their contingency on individual characteristics in consumer responses to corporate green and non-green actions. Two between subjects experiments were conducted to test our hypotheses on samples of adult consumers. The results show that, for corporate non-green actions, various individual difference characteristics (social justice values, empathy, moral identity, self-concept) moderate the elicitation of negative moral emotions (contempt, anger, disgust), which, in turn, lead to consumer negative responses (negative word of mouth, complaint behaviors, boycotting). Moreover, for corporate green actions, empathy moderates elicitation of positive emotions on gratitude, which, in turn, influences consumer positive responses (positive word of mouth, resistance to negative information, identification with the company, investment). This study adds to extant research by examining understudied “hot” moral emotional processes underlying consumer reactions toward corporate environmental responsibility and irresponsibility. Implications for marketing communication and segmentation decisions are considered.

Vorheriger Artikel Is corporate social responsibility a motivator or hygiene factor? Insights into its bivalent nature

Nächster Artikel Competitive intelligence collection and use by sales and service representatives: how managers’ recognition and autonomy moderate individual performance

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Titel: The role of moral emotions and individual differences in consumer responses to corporate green and non-green actions
verfasst von: Chunyan Xie
Richard P. Bagozzi
Kjell Grønhaug
Publikationsdatum: 01.05.2015
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 3/2015
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-014-0394-5

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