University of Twente Student Theses
Awe: part of the solution against global warming? Exploring the role of awe in sustainable consumer behavior
Boer, M.J. de (2022) Awe: part of the solution against global warming? Exploring the role of awe in sustainable consumer behavior.
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| Abstract: | This study examines the influence of the emotion of awe on sustainable buying behavior. Building on previous awe research, VR was used to place participants in high and low awe-inspiring environmental settings. A survey was used to record awe’s effects. We hypothesised that awe would influence sustainable consumer behavior, perceived barriers to adopting such behavior, and several awe-components (small self, collective values, time perception, body boundaries and connectedness). While most results were found to be insignificant, the environmental condition had a marginally significant effect on collective values. Furthermore, feelings of small self were significantly correlated with sustainable consumer behavior. These findings indicate that there is a relationship between awe and sustainable consumer behavior, which could have a great impact on mankind’s struggle with climate change. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies, 43 environmental science |
| Programme: | Communication Studies BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/90974 |
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