The role of moral emotions and individual differences in consumer responses to corporate green and non-green actions

• Published in: Journal of the Academy of Marketing Science Vol. 43; no. 3; pp. 333 - 356
• Main Authors: Xie, Chunyan, Bagozzi, Richard P., Grønhaug, Kjell
• Format: Journal Article
• Language: English
• Published: Boston Springer US 01.05.2015; Springer; Springer Nature B.V
• Subjects: Analysis; Attitudes; Business and Management; Consumer behavior; Consumers; Corporate social responsibility; Emotions; Empathy; Green marketing; Hypotheses; Marketing; Mediators; Morality; Original Empirical Research; Perceptions; Social justice; Social responsibility; Social Sciences; Stakeholders; Studies; Values; United States; Anger; Gratitude; Corporate social responsibility; Moral emotions; Disgust; Contempt; Green marketing; Empathy

We investigate the mediating role of moral emotions and their contingency on individual characteristics in consumer responses to corporate green and non-green actions. Two between subjects experiments were conducted to test our hypotheses on samples of adult consumers. The results show that, for cor...