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Exploring the role of anticipated guilt on pro‐environmental behavior – a suggested typology of residents in France based on their recycling patterns

Exploring the role of anticipated guilt on pro‐environmental behavior – a suggested typology of... Purpose – So far, few studies dealing with the determinants of pro‐environmental behavior have examined the impact of emotional variables. This research aims to extend previous work on the role of affective motivations underlying ecological behavior by exploring the influence of anticipated guilt on recycling. Design/methodology/approach – A cluster analysis was conducted among 276 French interviewees based on their current recycling behavior, anticipated guilt, environmental concern, awareness of negative consequences and beliefs about facilitating conditions in their community of residence. In order to confirm assumptions related to the suggested typology, further quantitative tests were performed. Findings – Three profiles were identified. Results suggest that environmental concern and awareness of the negative consequences associated with the increase of waste volume are not sufficient conditions to stimulate diligent recycling efforts. Anticipated guilt appears to influence behavior more directly and totally mediates the relationship between environmental concern and intention to recycle. Research limitations/implications – Implications of this research exclude countries where recycling is mandatory or represents a strongly internalized social norm. Practical implications – This study holds important implications in terms of public authorities' intervention. The emergence of anticipated guilt as a key determinant of intention to recycle suggests that guilt appeals could be a relevant communication strategy in order to promote recycling. Originality/value – This research provides new insights to understand the role of anticipated guilt on ecological behavior using a typology. A predictive model of intention to recycle was also proposed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Exploring the role of anticipated guilt on pro‐environmental behavior – a suggested typology of residents in France based on their recycling patterns

Leila Elgaaied
Journal of Consumer Marketing , Volume 29 (5): 9 – Jul 27, 2012
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References (31)

Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363761211247488
Publisher site
See Article on Publisher Site

Abstract

Purpose – So far, few studies dealing with the determinants of pro‐environmental behavior have examined the impact of emotional variables. This research aims to extend previous work on the role of affective motivations underlying ecological behavior by exploring the influence of anticipated guilt on recycling. Design/methodology/approach – A cluster analysis was conducted among 276 French interviewees based on their current recycling behavior, anticipated guilt, environmental concern, awareness of negative consequences and beliefs about facilitating conditions in their community of residence. In order to confirm assumptions related to the suggested typology, further quantitative tests were performed. Findings – Three profiles were identified. Results suggest that environmental concern and awareness of the negative consequences associated with the increase of waste volume are not sufficient conditions to stimulate diligent recycling efforts. Anticipated guilt appears to influence behavior more directly and totally mediates the relationship between environmental concern and intention to recycle. Research limitations/implications – Implications of this research exclude countries where recycling is mandatory or represents a strongly internalized social norm. Practical implications – This study holds important implications in terms of public authorities' intervention. The emergence of anticipated guilt as a key determinant of intention to recycle suggests that guilt appeals could be a relevant communication strategy in order to promote recycling. Originality/value – This research provides new insights to understand the role of anticipated guilt on ecological behavior using a typology. A predictive model of intention to recycle was also proposed.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Jul 27, 2012

Keywords: Pro‐environmental behavior; Recycling; Anticipated guilt; Environmental concern; Typology; Cluster analysis; France

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