Search results for "responsible online shopping"

The Role of Anticipated Guilt and its Neutralisation in Explaining Responsible Online Shopping

2023

Although responsible consumption has been the target of growing interest in academic research, the antecedents of responsible online shopping remain poorly understood. In this study, we address this gap in prior research by focusing on the role of anticipated guilt in explaining responsible online shopping. By using data from 479 Finnish consumers, we aim to answer two research questions: (1) how strong an antecedent of responsible online shopping intention is anticipated guilt in relation to other potential antecedents and (2) how efficiently can consumers regulate their resulting feelings of guilt by using different kinds of neutralisation techniques? We find anticipated guilt to be a str…