Feeling the green? Value orientation as a moderator of emotional response to green electricity

• Framing effects on emotional responses in a green electricity choice are investigated in a survey of a random sample of 655 Swedish residents. The results show that overall more positive and less negative emotions are experienced for a promotion frame ("choosing green electricity and paying more") than for a prevention frame ("not choosing green electricity and paying less"). Value orientation is shown to moderate the framing effect in that for the promotion frame, individuals with a self-transcendence value orientation show the most positive and least negative emotion, whereas for the prevention frame, individuals with a self-enhancement value orientation show the most positive and least negative emotion. Emotional responses are further shown to mediate the relationship between value orientation and intention to purchase eco-labeled electricity.

Ämnesord

SAMHÄLLSVETENSKAP  -- Psykologi (hsv//swe)

SOCIAL SCIENCES  -- Psychology (hsv//eng)

Nyckelord

WILLINGNESS-TO-PAY

BEHAVIOR

SELF

CONSERVATION

ATTITUDES

DEFAULTS

POWER

Psychology

Social

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