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What’s in your Cart? : Exploring the effects of awe on sustainable consumption within an online shopping environment.

Röhr, Jeanine (2023) What’s in your Cart? : Exploring the effects of awe on sustainable consumption within an online shopping environment.

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Abstract:Research indicates that human activities are pushing ecological limits, risking irreversible damage. The severity of the consequences of climate change will largely depend on the changes made to anthropogenic activities going forward. Since the food industry is one of the major sources of greenhouse gas emissions, encouraging sustainable consumption habits is essential. This experimental study,explores the impact of moral and nature-based awe on sustainable consumption and website evaluations, aiming to enhance the understanding of emotions' role in shaping sustainable behaviour. 180 participants completed a survey about their perceptions and experiences after a grocery shopping experiment. Data were analysed using a 3 (Nature-based awe: high-awe scenery, low-awe scenery, or no nature scenery) x 2 (Moral awe: inspiring quote or no inspiring quote) between-subjects design. The findings of this study highlight the potential of inducing awe within online shopping environments to positively influence sustainable consumption behaviour and shape perceptions of online stores. Particularly, the combination of moral awe (inspiring quote) and high nature-based awe (scenery) demonstrated a significant impact on various dimensions of participants' experiences, encompassing their sense of connectedness, self-perception, perception of the online store, and sustainable consumption behaviour. However, using only moral awe (inspiring quote) without the natural scenery has a counteractive effect. This study adds valuable insight into the evolving understanding of consumer decision-making in the context of sustainable consumption and online retail, opening doors to designing more effective interventions and strategies for promoting sustainable consumer behaviour in today's world.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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