How anticipated pride and anticipated guilt affectpurchase intention towards green cosmetics?
Başlık çevirisi mevcut değil.
- Tez No: 712049
- Danışmanlar: PROF. DEBORA BETTİGA
- Tez Türü: Yüksek Lisans
- Konular: Endüstri ve Endüstri Mühendisliği, Mühendislik Bilimleri, Industrial and Industrial Engineering, Engineering Sciences
- Anahtar Kelimeler: anticipated pride, anticipated guilt, Theory of Planned Behavior (TPB), green cosmetics
- Yıl: 2020
- Dil: İngilizce
- Üniversite: Politecnico di Milano
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 88
Özet
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Özet (Çeviri)
Early researchers have used the Theory of Planned Behavior (TPB) framework with additional constructs like environmental concern and environmental knowledge to understand the impact of these variables on the purchase intention for green products. However, emotional constructs, even if proved relevant in consumer decision-making, have not been fully accounted for in such models. So, it is essential to see how strong emotions like anticipated pride and anticipated guilt could affect the customers' purchase intention towards green cosmetics. Furthermore, a deeper understanding is needed on the areas that connect anticipated emotions, purchase intentions, and consumption on green cosmetics with the help of a more suitable framework like TPB. This work examines the effects of the anticipated pride and anticipated guilt over consumers' intention to buy green cosmetics. Two complementary studies are employed to understand this subject: an online survey and in-depth interviews. Firstly, an online survey is conducted, and 275 valid responses are gathered. A positive influence of anticipated pride on attitude is confirmed by extending the TPB. Further, in-depth interviews are performed to find possible causes and to have a better understanding of the consumers' thoughts about why these emotions have less effect on their purchasing intention. We discussed how these findings can be useful in managerial perspectives and possible future researches.
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