Exploring the Influence of Guilt and Pride on Sustainability Related Buying Decisions
Constantinescu, Maria (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024121335738
https://urn.fi/URN:NBN:fi:amk-2024121335738
Tiivistelmä
This thesis aims to examine the impact of guilt and pride on sustainability choices in business settings, especially at Bridgestone EMEA. The goal is to find out how guilt can change consumer behaviour and decision-making processes, ultimately helping the company by offering strategies that promote sustainable practices.
The development task involved a comprehensive analysis of the responses of 12 interviewees from Bridgestone EMEA, with a focus on the ambivalence of guilt and pride. The theoretical framework is built upon the knowledge base of behavioural science, consumer psychology, and sustainability studies. It examines the duality between guilt and pride and how these emotions influence consumer preferences for sustainable products.
Qualitative interviews with stakeholders at Bridgestone EMEA were conducted as the primary method, subsequently compared against the relevant literature review. The key results indicate that guilt can serve as a powerful motivator for consumers to make more sustainable choices. The findings suggest that businesses can leverage this emotion to promote sustainable consumption and align their strategies with consumer motivations.
The analysis of the results leads to the conclusion that understanding and addressing the emotional drivers of consumer behaviour is crucial for businesses which aim to foster a culture of environmental responsibility. Recommendations include integrating these emotional insights into marketing strategies and corporate policies to enhance the appeal of sustainable products.
The development task involved a comprehensive analysis of the responses of 12 interviewees from Bridgestone EMEA, with a focus on the ambivalence of guilt and pride. The theoretical framework is built upon the knowledge base of behavioural science, consumer psychology, and sustainability studies. It examines the duality between guilt and pride and how these emotions influence consumer preferences for sustainable products.
Qualitative interviews with stakeholders at Bridgestone EMEA were conducted as the primary method, subsequently compared against the relevant literature review. The key results indicate that guilt can serve as a powerful motivator for consumers to make more sustainable choices. The findings suggest that businesses can leverage this emotion to promote sustainable consumption and align their strategies with consumer motivations.
The analysis of the results leads to the conclusion that understanding and addressing the emotional drivers of consumer behaviour is crucial for businesses which aim to foster a culture of environmental responsibility. Recommendations include integrating these emotional insights into marketing strategies and corporate policies to enhance the appeal of sustainable products.