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Sweat it for sustainability: Impact of physical activity/exercise on sustainable consumption
,
M. S. Balaji
Psychology and Marketing, Volume: 39, Issue: 11, Pages: 2184 - 2199
Swansea University Author:
Yogesh Dwivedi
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DOI (Published version): 10.1002/mar.21722
Abstract
What would make the “elusive” green consumer actually choose sustainable products? This research draws from “dopamine hypothesis of reward” to demonstrate that physical activity/exercise (regular and immediate) is a vital factor in determining consumers' sustainable behaviors. More specifically...
| Published in: | Psychology and Marketing |
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| ISSN: | 0742-6046 1520-6793 |
| Published: |
Wiley
2022
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| Online Access: |
Check full text
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa60855 |
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| Abstract: |
What would make the “elusive” green consumer actually choose sustainable products? This research draws from “dopamine hypothesis of reward” to demonstrate that physical activity/exercise (regular and immediate) is a vital factor in determining consumers' sustainable behaviors. More specifically, it examines the role of physical activity/exercise on sustainable consumption behaviors as well as the role of emotional intelligence and sustainability claims. Five studies were conducted to test the hypothesized relationships. The findings from Study 1a and 1b establish direct causal link between physical activity/exercise and customers' sustainable consumption behaviors. Studies 2a and 2b show that emotional intelligence (trait-based and ability-based) may explain the effect of physical activity/exercise (regular and immediate) on sustainable consumption behaviors. Finally, the findings from Study 3 demonstrate that sustainability claims moderate the effect of emotional intelligence on sustainable consumption behaviors. These findings offer significant implications for retailers and marketers to use physical activity/exercise as a strategic intervention to positively influence consumers' evaluation and behaviors toward sustainable products. |
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| Keywords: |
emotional intelligence, exercise, physical activity, sustainability claim, sustainable consumption |
| College: |
Faculty of Humanities and Social Sciences |
| Issue: |
11 |
| Start Page: |
2184 |
| End Page: |
2199 |