Exploring the role of anticipated guilt on pro‐environmental behavior – a suggested typology of residents in France based on their recycling patterns

Abstract

Purpose

So far, few studies dealing with the determinants of pro‐environmental behavior have examined the impact of emotional variables. This research aims to extend previous work on the role of affective motivations underlying ecological behavior by exploring the influence of anticipated guilt on recycling.

Design/methodology/approach

A cluster analysis was conducted among 276 French interviewees based on their current recycling behavior, anticipated guilt, environmental concern, awareness of negative consequences and beliefs about facilitating conditions in their community of residence. In order to confirm assumptions related to the suggested typology, further quantitative tests were performed.

Findings

Three profiles were identified. Results suggest that environmental concern and awareness of the negative consequences associated with the increase of waste volume are not sufficient conditions to stimulate diligent recycling efforts. Anticipated guilt appears to influence behavior more directly and totally mediates the relationship between environmental concern and intention to recycle.

Research limitations/implications

Implications of this research exclude countries where recycling is mandatory or represents a strongly internalized social norm.

Practical implications

This study holds important implications in terms of public authorities' intervention. The emergence of anticipated guilt as a key determinant of intention to recycle suggests that guilt appeals could be a relevant communication strategy in order to promote recycling.

Originality/value

This research provides new insights to understand the role of anticipated guilt on ecological behavior using a typology. A predictive model of intention to recycle was also proposed.

Citation

Elgaaied, L. (2012), "Exploring the role of anticipated guilt on pro‐environmental behavior – a suggested typology of residents in France based on their recycling patterns", Journal of Consumer Marketing, Vol. 29 No. 5, pp. 369-377. https://doi.org/10.1108/07363761211247488