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The Role of Guilt in Influencing Sustainable Pro-Environmental Behaviors among Shoppers

Differences in Response by Gender To Messaging about England's Plastic-Bag Levy

Sidharth Muralidharan, Kim Sheehan
DOI: 10.2501/JAR-2017-029 Published 1 September 2018
Sidharth Muralidharan
Southern Methodist University, sidmurali@smu.edu
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  • For correspondence: sidmurali@smu.edu
Kim Sheehan
School of Journalism and Communication, University of Oregon, ksheehan@uoregon.edu
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  • For correspondence: ksheehan@uoregon.edu
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ABSTRACT

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge five pence (£0.05) for a single-use plastic bag. Few studies have addressed the role of guilt in influencing sustainable pro-environmental behaviors among shoppers. The current study investigates two primary questions: Do male and female shoppers perceive guilt differently? Can guilt in an advertising context motivate shoppers to bring reusable grocery bags? Survey findings from Study 1 showed that high guilt was more impactful on women and helped generate favorable attitudes and behavior. The experiment for Study 2, based on the theory of psychological ownership, elicited a moderate level of guilt using advertisements related to egoistic and biospheric concerns. Findings showed that egoistic concerns, such as saving money, were more effective and that this effect was stronger for women than men. Theoretical and managerial implications are discussed.

  • Received April 7, 2016.
  • Received (in revised form) August 26, 2016.
  • Accepted November 11, 2016.
  • Copyright© 2018 ARF. All rights reserved.
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Vol 58 Issue 3

Journal of Advertising Research: 58 (3)
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The Role of Guilt in Influencing Sustainable Pro-Environmental Behaviors among Shoppers
Sidharth Muralidharan, Kim Sheehan
Journal of Advertising Research Sep 2018, 58 (3) 349-362; DOI: 10.2501/JAR-2017-029

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The Role of Guilt in Influencing Sustainable Pro-Environmental Behaviors among Shoppers
Sidharth Muralidharan, Kim Sheehan
Journal of Advertising Research Sep 2018, 58 (3) 349-362; DOI: 10.2501/JAR-2017-029
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