Discussing the Effects of Pride and Empathy on Sustainable Consumption Behavior Using Construal-Level Theory
碩士 === 國立交通大學 === 管理科學系所 === 107 === Pride and empathy are moral emotions that lead to altruistic behavior. This study further used construal-level theory to investigate whether construal level can moderate the effects of these two emotions on attitudes, purchasing intentions, and actual behavior of...
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| Format: | Others |
| Language: | zh-TW |
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2019
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| Online Access: | http://ndltd.ncl.edu.tw/handle/ytcb58 |
| Summary: | 碩士 === 國立交通大學 === 管理科學系所 === 107 === Pride and empathy are moral emotions that lead to altruistic behavior. This study further used construal-level theory to investigate whether construal level can moderate the effects of these two emotions on attitudes, purchasing intentions, and actual behavior of sustainable consumption. This study conducted a 2 (emotion: pride/empathy) × 2 (construal level: concrete/abstract) experiment design. The material uses an ad about a fair-trade cocoa powder product with the manipulations of construal level and emotions through product description as well as pictures.
The results show that participants with a feeling of pride in a low construal level (concrete condition) will be more willing to engage in sustainable consumption. In a high construal-level (abstract) context, those who feel empathy will have more positive attitudes and higher purchase intentions toward a sustainable product. According to the results, companies can use ad strategies of the appropriate combination of an emotional appeal and a construal-level description to engage consumers in sustainable consumption behavior.
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