Anticipated Consumer Guilt: An Investigation into its Antecedents and Consequences for Fair-Trade Consumption
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Â© 2017, Â© The Author(s) 2017. This study considers fair-trade as a collaborative strategy of dealing with the wicked problem of apparel sweatshops. The study assumes that consumer guilt increases the market share of fair-trade products which can be regarded as a favorable change in the marketing systemâ€™s output. The paper develops and validates a model of guilt-induced fair-trade buying based on this notion. The model comprises negative affect, ethical judgment, and self-efficacy as antecedents of anticipated consumer guilt. The studyâ€™s results, based on a sample of American consumers (n = 430) and analyzed in a structural equation model, reveal anticipated guilt as a major driver of fair-trade buying behavior. Furthermore, anticipated consumer guilt mediates the effects of its antecedents on fair-trade buying intention. The paper provides implications for macro-decision making (e.g., guilt-inducing nudges) as well as suggestions for marcromarketing research.
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Lwin, Michael; Phau, Ian (2010)The purpose of this study was to explore the effectiveness of a specific type of guilt appeal. The literature suggests that there are three types of guilt appeals. However the effectiveness of each type of guilt appeal ...
Lwin, Michael (2010)The purpose of this study was to explore the effectiveness of a specific type of guilt appeal. The literature suggests that there are three types of guilt appeals. However the effectiveness of each type of guilt appeal ...
Lwin, Michael; Phau, Ian (2012)Literature identifies three classifications of guilt namely, reactive, anticipatory, and existential guilt. Scholars have shown that specific types of guilt appeals can be effective in advertising (e.g. Hibbert et al. ...