fdb – Forschungsdatenbank der Europa-Universität Viadrina Frankfurt (Oder)

Forschungsergebnis (Zeitschriftenartikel)

Hartmann Patrick, Martin Eisend, Vanessa Apaolaza, Clare D’Souza: Warm Glow vs. Altruistic Values: How Important Is Intrinsic Emotional Reward in Green Consumer Behavior?

Abstract

This research addresses the role of warm glow as an antecedent of enviroenvironmental behavior in a comparative study of the behavioral effects of warm glow and altruistic personality traits and values. So far the influences of altruism and warm glow have not been analyzed simultaneously. Two online surveys with representative population samples show that warm glow has a stronger influence on proenvironmental intentions than altruism. However, the study also provides a process explanation for the decreased influence of altruism when warm glow is introduced into the model. Results show that warm glow mediates the effects of altruism, but that introducing warm glow together with altruism also explains additional variance of proenvironmental behavior, apart from the indirect effect of altruism.
Further findings support a reinforcing mechanism by which warm glow strengthens the effect of prior proenvironmental behavior on future intention. Implications for the promotion of proenvironmental behavior are discussed.

Autor Hartmann Patrick, Martin Eisend, Vanessa Apaolaza, Clare D’Souza
Titel des Aufsatzes Warm Glow vs. Altruistic Values: How Important Is Intrinsic Emotional Reward in Green Consumer Behavior?
Jahr 2017
Zeitschrift Zeitschrift Journal of Environmental Psychology
Ausgabe / Nummer 52
Seiten 43-55

Einordnung in die Universitätsstruktur

Fakultät Wirtschaftswissenschaftliche Fakultät
Lehrstuhl Professur für Betriebswirtschaftslehre, insbesondere Marketing

Bibliographische Angabe

Hartmann Patrick, Martin Eisend, Vanessa Apaolaza, Clare D’Souza: Warm Glow vs. Altruistic Values: How Important Is Intrinsic Emotional Reward in Green Consumer Behavior?. In: Journal of Environmental Psychology 52, 2017, S. 43-55.