| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 107 === The research examined the relationship between hope, love and the willingness to change usage habit, attitude, and purchase intention for sustainable consumption. The results in study 1 showed the significant effect of positive emotions and environment engagement in which they could increase the willingness to change usage habit, attitude, and purchase intention toward energy-conserving household appliances. The study 2 we did further research on the impact of positive emotions among different consumer groups, which were high obligation-based and low obligation-based intrinsic motivation. The results showed that in general condition, high obligation-based intrinsic motivation people had a higher sustainable consumption toward different types of sustainable products than low intrinsic motivation group. Furthermore, we found that for low intrinsic motivation group, evoked hope and evoked love condition could increase the willingness to change usage habit, attitude, and purchase intention than no control condition. We found no difference between evoked hope and evoked love condition in the high obligation-based intrinsic motivation group. It is hoped this research will provide more insights and understandings for the company about the way to communicate positive emotions, thus more effectively design their marketing advertisements.
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