The role of anticipated guilt in consumer adoption of eco-innovation

Abstract

Consumer emotions have been explored from a broader perspective. However, the influence of specific emotions (such as guilt) in consumer decision-making remains ambiguous. Also, studies on the role of anticipated emotions are still in its early stages in consumer behaviour. Guilt is one of the most relevant negative emotion which influences sustainable behaviour of consumers. Literature review revealed that guilt is less researched in the context of green consumer behaviour. In this article, authors focus on anticipated emotion, specifically, 'anticipated guilt' and its role in the adoption intention of eco-innovation. An extensive literature review was undertaken, and a theoretical framework is proposed using theory of planned behaviour (TPB) and anticipated guilt. This article brings forth the attention of researchers towards consumer emotions and calls for further research on anticipated emotions in eco-innovation adoption. This study emphasises the influence of anticipated guilt on adoption intention towards eco-innovation. © © 2024 Inderscience Enterprises Ltd.