Feeling the green? Value orientation as a moderator of emotional response to green electricity. Issue 10 (8th May 2014)

• Record Type: Journal Article
• Authors: Nilsson, Andreas; Hansla, André; Biel, Anders
• Is Part Of: Journal of applied social psychology. Volume 44:Issue 10(2014)
• Page Start: 672
• Page End: 680
• Publication Date: 2014-05-08
• Subjects: Social psychology -- Periodicals; Behavior -- Periodicals; Psychology, Social -- Periodicals; 302
• DOI: 10.1111/jasp.12258
• Languages: English
• ISSNs: 0021-9029

Abstract

<abstract abstract-type="main"> <title>Abstract</title> <p>Framing effects on emotional responses in a green electricity choice are investigated in a survey of a random sample of 655 Swedish residents. The results show that overall more positive and less negative emotions are experienced for a promotion frame ("choosing green electricity and paying more") than for a prevention frame ("not choosing green electricity and paying less"). Value orientation is shown to moderate the framing effect in that for the promotion frame, individuals with a self‐transcendence value orientation show the most positive and least negative emotion, whereas for the prevention frame, individuals with a self‐enhancement value orientation show the most positive and least negative emotion. Emotional responses are further shown to mediate the relationship between value orientation and intention to purchase eco‐labeled electricity.</p> </abstract>