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Feeling the green? Value orientation as a moderator of emotional response to green electricity

Journal article
Authors Andreas Nilsson
André Hansla
Anders Biel
Published in Journal of Applied Social Psychology
Volume 44
Issue 10
Pages 672-680
ISSN 0021-9029
Publication year 2014
Published at Department of Psychology
Pages 672-680
Language en
Links dx.doi.org/10.1111/jasp.12258
Keywords WILLINGNESS-TO-PAY, BEHAVIOR, SELF, CONSERVATION, ATTITUDES, DEFAULTS, POWER, Psychology, Social
Subject categories Psychology

Abstract

Framing effects on emotional responses in a green electricity choice are investigated in a survey of a random sample of 655 Swedish residents. The results show that overall more positive and less negative emotions are experienced for a promotion frame ("choosing green electricity and paying more") than for a prevention frame ("not choosing green electricity and paying less"). Value orientation is shown to moderate the framing effect in that for the promotion frame, individuals with a self-transcendence value orientation show the most positive and least negative emotion, whereas for the prevention frame, individuals with a self-enhancement value orientation show the most positive and least negative emotion. Emotional responses are further shown to mediate the relationship between value orientation and intention to purchase eco-labeled electricity.

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