Consumer’s Negative Emotions in Overpackaging: The Role of Religiosity, Personal Norms, and Materialism

• Main Authors: Raras Kirana Wanidra, 柯拉娜
• Other Authors: 鄭明松
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/a8g998

碩士 === 國立中央大學 === 企業管理學系 === 105 === Among all the topics related to environmental conservation, waste management emerges as a major issue for our environment. Overpackaging is particularly pointed as the cause of this increasing waste because it implies more packaging than necessary. This research applied cognitive appraisal theory to investigate how negative emotions (guilt, regret, and shame) elicits as the result of consumers evaluation in overpackaging situation. This evaluation process is influenced by religious belief (daily spiritual experience, private religious practice, and religion/spiritual coping) as the personal factor or antecedents, materialism as the moderator, and personal norms as the mediator. Data was collected among Taipei residents (n=230) which have high awareness about environmental friendly living in three districts of Taipei City which every district represent high class, middle class, and low class (Neihu, Xinyi, Wanhua). The study employs a quota sampling procedure with gender, age, and income as the quota criteria with the same composition with Taipei City statistics data. The result revealed that all the religiosity constructs (daily spiritual experience, private religious practice, and religious/spiritual coping), has significant positive impact on personal norms in supporting overpackaging decrease. Personal norms further will influence the elicitation of guilt, regret, and shame as emotional outcome of choosing overpackaged product. Among three negative emotion, regret has the highest R2 which shows that the activation of personal norms will affect regret the most than guilt or shame. This result also showed that materialism is negatively moderating the relationship between private religious practice and personal norms in reducing overpackaging, and is not moderating the relationship between daily spiritual experience, religious/spiritual coping and personal norm. Theoretical and managerial implications are discussed while limitation and suggestions for future research are outlined as well.