The Role of Guilt in Influencing Sustainable Pro-Environmental Behaviors among Shoppers
研究英国塑料袋收费政策下，内疚感如何影响购物者自带购物袋的行为，发现高内疚感对女性更有效，且利己诉求（如省钱）比利他诉求更能激发行为。
<h3>ABSTRACT</h3> 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.