The impacts of fear, sadness and disgust on preferences for green packaging products under the influence of disease information
摘要
Global corporations are required to evaluate their sustainability capabilities in accordance with environmental, social, and governance criteria (ESG), which emphasize the importance of environmental and social responsibilities as well as the efficacy of corporate governance. Emotions (rather than rational evaluations) are the primary factors that influence changes in pro-environmental purchase behaviors. However, in contrast to pro-environmental attitudes and norms, which are understood as cognitive variables, emotions have not been adequately researched as critical variables within the affective process of decision-making that can fill the “intention–behavior gap”. This study relies on the dual-system model (DSM) of decision-making, protection motivation theory, and theories of compensatory consumption to reveal how different types of disease information—i.e., information regarding communicable and non-communicable diseases—elicit diverse emotional responses, especially fear, sadness, and disgust, which in turn affect people’s preferences for green packaging products in distinct ways. This study further investigates the mediating role of self-efficacy in these emotions. Our research makes three primary contributions. First, our findings offer novel insights concerning the complexity of choices regarding green packaging products. Negative emotions are the primary factors that influence people’s preferences for green packaging products after controlling for the influence of pro-environmental attitudes, thus leading to the emergence of irrational evaluations that focus on pro-environmental behaviors. In particular, different types of negative emotions do not have a uniform effect on people’s preferences for green packaging products. These preferences are significantly enhanced by fear, whereas sadness and disgust have opposite effects. Consequently, the mechanism underlying the influence of negative emotions on green behaviors must be examined at a subdimensional level rather than treated as a singular attribute. Second, given the undetectable nature of emotions, we investigate situational variables that are strongly associated with negative emotions, thus revealing that the effects of disease information on negative emotions can also have varying effects on consumers’ preferences regarding green packaging. Consequently, we develop an innovative “information stimulation–emotion–behavior mechanism” that can promote pro-environmental behaviors by utilizing disease information as a situational factor and various resulting emotional responses as an affective process. This mechanism provides a theoretical framework and practical guidance for the development of customized social and consumer interventions that can contribute to the sustainable development of enterprises and society.