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In response to scholarly calls, the study aims to extend and magnify the existing understanding by unravelling the differential impact of anticipated emotions on green practice adoption intention through a proposed model by integrating anticipated pride and guilt in the same continuum along with values (altruistic, biospheric and egoistic) on an employee's attitude.

A self-administered questionnaire was used to collect data randomly from 307 employees and middle-level executives of three subsidiaries of CIL through the simple random sampling (SRS) technique. Data were analysed using structural equation modelling (SEM).

Results demonstrate that anticipated guilt influences individual cognitions and future ecological decision-making through improved attitude and higher concern for the environment while pride influences only through improved attitude. Other than biospheric and altruistic values, anticipated guilt is a direct and important antecedent of concern. Altruistic values are more influential predictors of environmental intentions in comparison to biospheric values. At the same time, environmental concern is more robust in predicting eco-intentions than attitude.

It makes notable difference from other studies by not only exploring the validity of the relationship between values on attitude and environmental concern but has also considered anticipated emotions of pride and guilt together alongside values on the same continuum as an antecedent of environmental attitude and concern towards employees’ green behavioural intention at the workplace. The findings are believed to provide a common consensus on differential effects of different states of emotions on environmental concern and attitude.

Grounding upon moral cleansing and self-completion theories, this paper examines how workplace deviant behavior motivates employees to engage in subsequent compensatory actions—organizational citizenship behavior and prosocial behavior—triggered by the state of moral emotion – guilt. The article also explores and tests the role of task characteristics—task visibility—as a boundary condition in the guilt-mediated relationship between deviant employee behavior and compensatory behaviors.

A survey study on 396 full-time employees working for organizations operating in various industries is conducted to test the hypothesized mediated moderation model empirically. The authors conducted a structural equation modeling to provide empirical evidence for the proposed hypotheses.

Offering both theoretical and practical implications, the findings of the study revealed that a deviance-triggered state of guilt encourages subsequent reparative actions, such as organizational citizenship behavior and prosocial behaviors. The results also showed that the level of task visibility had a significant role as a boundary condition in the relationships between workplace deviant behavior and reparative behaviors.

Unlike previous research, which mainly found a negative connection between harming actions (i.e. deviant behavior) and helping behaviors (i.e. citizenship and prosocial behavior), this paper investigated and found how the state of guilt could be a mediator to link workplace deviant behavior to organizational citizenship behavior and prosocial behavior through moral cleansing and self-completion processes.

Consumer purchase decisions can be influenced by many emotions, including guilt. Guilt which enters into the consumer purchase decision is identified as “consumer guilt” and may provide opportunities for marketers to influence the consumer decision process. A negative emotion which results from a consumer decision that violates one′s values or norms, explores the consumer guilt construct in a series of focus groups. The groups were composed of subjects representing various age, religious affiliation, occupation, and income groups. Four types of consumer guilt were identified: financial; health; moral; and financial responsibility. Consumer guilt is further classified in terms of anticipatory and reactive states, occurring in both decisions to purchase as well as not to purchase, and as it relates to focus on oneself or others.

Accountability has frequently been presented as a rational practice that can and should be implemented in all governance structures including civil society, economic institutions and organizations. In accounting, it has been identified as a primary objective of financial reporting. This paper examines two emotional states, i.e. guilt and shame that are likely to influence accountability. The paper argues that (a) accountability through information disclosure is a cultural practice closely associated with the emotional state of guilt that is common in certain cultures, and (b) in cultures where the emotional state of shame is common, accountability is likely to be weak and, people are likely to be negatively inclined towards information disclosure. Studies in psychology have also shown that “typical” shame experiences were common in collectivistic, large power‐distance and high uncertainty avoidance cultures; while “typical” guilt experiences were more pronounced in individualistic, small power distance and low uncertainty avoidance cultures.

The aim of this chapter is to define and explore the group of emotions known as self-conscious emotions. The state of the knowledge on guilt, shame, pride, and embarrassment is reviewed, with particular attention paid to research on these four self-conscious emotions in work and organizational settings. Surprisingly little research on self-conscious emotions comes from researchers interested in occupational stress and well-being, yet these emotions are commonly experienced and may be a reaction to or even a source of stress. They may also impact behaviors and attitudes that affect stress and well-being. I conclude the review with a call for more research on these emotions as related to stress and well-being, offering some suggestions for areas of focus.

This two-part exploratory study aims to investigate the perceptions of active lifestyle individuals and general craft beer consumers toward no- and low-alcohol craft beers. The influence of advertising appeals is also tested to determine the effectiveness of value-expressive and guilt appeals in determining switching behaviors.

The first study used a mixed-methods approach to determine perceptions and switching behaviors for active lifestyle individuals. The first part of the study presented respondents with one of three advertisements, the ads were designed to either elicit a value expressive appeal, a guilt appeal or a control. The second part of this study presented respondents with a series of open-ended questions seeking further information on their perceptions and preferences regarding no- and low-alcohol craft beers. The second study assessed perceptions of general craft beer consumers as they related to the three advertisements.

The results of this quantitative studies did not find any significant differences between the three ad slogans; however, the results of the qualitative study do indicate differing perceptions and potential switching behaviors for active lifestyle individuals.

This research advances knowledge on advertising appeals for no- and low-alcoholic craft beers.

Brewers and marketers gain insights into two different consumer groups perceptions and potential switching behaviors toward no- and low-alcohol craft beers.

This research tests how advertising appeals influence perceptions and potential switching behaviors of active lifestyle individuals and general craft beer consumers toward no- and low-alcohol craft beers.

This paper aims to examine, building upon affect balance theory, whether the two modes of luxury consumption, conspicuous consumption (CC) and style consumption (SC), trigger consumers’ mixed emotions of pleasure and guilt and whether the mixed emotions interactively as well as independently influence consumer loyalty to repurchase luxury.

Using an online survey and seemingly unrelated regressions (SUR) analysis, the authors test the hypotheses and assess the parallel (double) mediation effects of pleasure and guilt on the relationships between luxury consumption and repurchase intention.

The authors confirm the relationships between CC and pleasure (+), between SC and pleasure (+), between CC and guilt (+) and between SC and guilt (−); the independent effects of pleasure (+) and guilt (−) on repurchase intention (RI); and the interaction effect of pleasure and guilt on RI (+). The authors further demonstrate that both pleasure and guilt mediate the relationship between CC and RI, whereas only pleasure mediates the relationship between SC and RI.

Future researchers may consider possible mixed emotions other than pleasure and guilt and further explore the dynamics between mixed consumer emotions and consumer loyalty in diverse consumption contexts.

The authors suggest luxury marketers to reduce consumer guilt by promoting SC and by maximizing consumer pleasure, which will lead to greater repurchase intention.

Prior research focused on either the positive or negative side of consumer emotion. The authors fill in the research void by examining whether mixed emotions coexist in luxury consumption and how they interplay and influence consumer loyalty.

This chapter examines the emotional labor of food provisioning for women engaged in local food systems (LFSs), and considers how socio-demographic factors influence the emotional labor of food provisioning for women engaged in LFSs.

Qualitative data was used for analysis, and was gathered through in-depth interviews with 43 women across the state of Ohio who expressed concern with the agrifood system, but engaged in varied levels of LFS participation.

Results confirm that women engaged in LFSs experience heightened emotional labor in food provisioning. Showing care to family, community and the environment, transmitting values, sharing cultural traditions, and demonstrating skill were related to positive emotions that were heightened by LFS engagement. Women with higher incomes, those with partners and children, and those who were not employed were more likely to report these positive emotions associated with food provisioning.

Negative emotions associated with food provisioning were also heightened by LFS engagement. Women reported that LFS engagement heightened their sense of demand, burden, stress, and guilt with food provisioning. Low-income women, employed women, younger women, and women with children were more likely to report negative feelings connected with food provisioning.

This research helps fill a gap in existing literature and encourages agrifood scholars and LFS proponents to acknowledge the fact that women engaged in LFSs are performing significant emotional carework in their food provisioning. This research also confirms that considering intersectionality can be important to understanding the sphere of consumption in agrifood studies.

The purpose of this study is to explain how cognitive and emotional responses may influence decisions to purchase cause-related products.

An experimental design clarifies how autonomic reactions determine altruistic choices in a simulated shopping environment. Eye-tracking and electrodermal response measurements were set to predict choices of hedonic vs utilitarian cause-related vs unrelated products.

Emotional arousal, pleasure and attention to the cause-related bundle are associated with altruistic behaviour in hedonic choices. When facing utilitarian choices, customers focus on brand logo and donation amount while experiencing pleasure, but emotional arousal does not increase marketing effectiveness in this case.

The experiment may be replicated in the real-world shopping environment, but spurious influences will be difficult to control. Distracting cues such as background music and scents used to increase positive emotions may affect intensity of emotive and cognitive processes.

The results highlight the prominence of automatic reactions in customers’ choices. In the present instance, managers’ effort should be directed to the raising of altruistic visual cues of the donation-based promotion and positive emotional responses through guilt reducing effects.

The study pioneers the use of eye-tracking coupled with skin conductance measurement in experimental designs aimed at clarifying the role of autonomic reactions such as emotional arousal, pleasure and attention in the effectiveness of emotionally charged marketing campaigns.