The sustainability topic is gaining notoriety since it can glue between economic advancement and environmental protection. In particular, the adoption of green products, a strongly related concept, can positively contribute to environmental issues since they can reduce the pollution and wastes of natural resources. For this reason, green consumption is gaining much attention, especially from academics. Different kinds of research focus on displaying the factors that lead to the purchase intent for green products using various reference frameworks. The most diffused cognitive model is the Theory of planned behavior developed by Ajzen due to its flexibility and adaptability to different contexts; it can merge the constructs' contributions evaluating the purchase intention variance. The TPB model brought good results in pro-environmental behavior since it offers a clearly defined structure that investigates the influence that attitudes, personal and cultural determinants, and volitional control have on consumers' intentions to buy green products. For this reason, we employ the Theory of planned behavior as a cognitive reference framework to develop our studies, since the cognitive models can describe how people's belief or knowledge can influence their actions and can explain the purchase intention. However, the financial crisis in 2008 leads to the failure of traditional rational choice models since they could not foresee the recession and lead to an increase of awareness that the current rational models were not reliable. Furthermore, unified theories of cognition and cognitive architectures haven't considered affect and emotion, and indeed in recent years, there is an attempt to integrate them into a more classical cognitive architecture since it has been demonstrated that emotions play a functional, adaptive role in shaping human behavior that goes above and beyond cognition alone. Thus, even if the TPB is widely used to explain the psychological factors that affect green products' purchase intention and brought good results in past studies, experts argued that this model alone lacks to provide some information and has some limitations. Therefore, we decided to extend the TPB by integrating the emotions as a variable, since they provide additional information and explain how the customers decide whether to purchase or not products since affect the buying decision. We also examine whether there is a correlation with the TPB variables, proving that emotion may influence the decision-making process and explain more significant variance in purchase intention.
Il tema della sostenibilità sta affrontando una rapida crescita, poiché è in grado di mediare tra progresso economico e tutela ambientale. L’utilizzo di prodotti green, un concetto fortemente correlato, può influire positivamente sui problemi ambientali, dal momento che essi riducono l’utilizzo di risorse naturali ed il livello di inquinamento. Diverse ricerche studiano i fattori che influenzano l’acquisto di prodotti green utilizzando diversi modelli per la ricerca. Uno dei modelli più diffusi è la Teoria del comportamento pianificato sviluppata da Ajzen per la sua flessibilità e adattabilità a diversi contesti. Il TPB ha ottenuto ottimi risultati in diverse ricerche legate allo studio dei prodotti green, offrendo una chiara struttura che studia l’influenza che l’atteggiamento, le norme ed il controllo hanno sull’intenzione all’acquisto di prodotti green. Per questo motivo, nella nostra ricerca utilizziamo il modello TPB come base dei nostri studi. Tuttavia, i modelli cognitivi hanno ricevuto diverse critiche, in quanto non sono stati in grado di prevedere la crisi finanziaria del 2008, sono stati definiti inaffidabili. Inoltre, questo tipo di modelli sono stati etichettati come incompleti, poiché non considerano il contributo delle emozioni. Pertanto recentemente, c’è stato il tentativo di integrare il contributo delle emozioni in modelli cognitivi più classici, dovuto proprio dal fatto che è stato dimostrato che le emozioni svolgono un ruolo fondamentale nel plasmare il comportamento umano. Nella nostra ricerca dunque abbiamo deciso di estendere il TPB integrando il contributo delle emozioni come variabile, dal momento che esse portano informazioni essenziali che sono in grado di spiegare il processo di acquisto di prodotti.
The impact of emotions in purchase intention of green products
Cuomo, Dimitri;Cozzi, Daniele
2019/2020
Abstract
The sustainability topic is gaining notoriety since it can glue between economic advancement and environmental protection. In particular, the adoption of green products, a strongly related concept, can positively contribute to environmental issues since they can reduce the pollution and wastes of natural resources. For this reason, green consumption is gaining much attention, especially from academics. Different kinds of research focus on displaying the factors that lead to the purchase intent for green products using various reference frameworks. The most diffused cognitive model is the Theory of planned behavior developed by Ajzen due to its flexibility and adaptability to different contexts; it can merge the constructs' contributions evaluating the purchase intention variance. The TPB model brought good results in pro-environmental behavior since it offers a clearly defined structure that investigates the influence that attitudes, personal and cultural determinants, and volitional control have on consumers' intentions to buy green products. For this reason, we employ the Theory of planned behavior as a cognitive reference framework to develop our studies, since the cognitive models can describe how people's belief or knowledge can influence their actions and can explain the purchase intention. However, the financial crisis in 2008 leads to the failure of traditional rational choice models since they could not foresee the recession and lead to an increase of awareness that the current rational models were not reliable. Furthermore, unified theories of cognition and cognitive architectures haven't considered affect and emotion, and indeed in recent years, there is an attempt to integrate them into a more classical cognitive architecture since it has been demonstrated that emotions play a functional, adaptive role in shaping human behavior that goes above and beyond cognition alone. Thus, even if the TPB is widely used to explain the psychological factors that affect green products' purchase intention and brought good results in past studies, experts argued that this model alone lacks to provide some information and has some limitations. Therefore, we decided to extend the TPB by integrating the emotions as a variable, since they provide additional information and explain how the customers decide whether to purchase or not products since affect the buying decision. We also examine whether there is a correlation with the TPB variables, proving that emotion may influence the decision-making process and explain more significant variance in purchase intention.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/175634