TY - JOUR T1 - The Role of Guilt in Influencing Sustainable Pro-Environmental Behaviors among Shoppers JF - Journal of Advertising Research JO - J Advert Res SP - 349 LP - 362 DO - 10.2501/JAR-2017-029 VL - 58 IS - 3 AU - Sidharth Muralidharan AU - Kim Sheehan Y1 - 2018/09/01 UR - http://www.journalofadvertisingresearch.com/content/58/3/349.abstract N2 - 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. ER -