The Role of anticipated Pride and Guilt on Pro-environmental behavior Based on the Norm Activation Model (NAM):
Over the past decades, pro-environmental behavior has been widely studied by various researchers and is said to be strongly associated with personal norms. According to Onwezen, Antonides, & Bartels (2013), personal norms are mediated by emotions such as anticipated pride and guilt, which play an important role shaping an individual’s behavior. The purpose of this study was to find out to what extent anticipated pride and guilt mediate the relationship of personal norms and intentions in the Dutch poultry industry. The integrated NAM-TPB model developed by Onwezen, Antonides, & Bartels (2013), which explains the role of pride and guilt on pro-environmental behavior, has been adopted for this study. Data of 154 respondents were collected through online surveys and the results and relationships of research data have been mainly examined through Structural Equation Modeling (SEM). The results show that consumers’ purchase intention of green labelled chicken is not necessarily driven by anticipated pride, but it highly influenced and motivated by anticipated guilt.
Faculteit der Managementwetenschappen