PT  - JOURNAL ARTICLE
AU  - Muralidharan, Sidharth
AU  - Sheehan, Kim
TI  - The Role of Guilt in Influencing Sustainable Pro-Environmental Behaviors among Shoppers
AID  - 10.2501/JAR-2017-029
DP  - 2018 Sep 01
TA  - Journal of Advertising Research
PG  - 349--362
VI  - 58
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/58/3/349.short
4100  - http://www.journalofadvertisingresearch.com/content/58/3/349.full
SO  - J Advert Res2018 Sep 01; 58
AB  - 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.