Gratitude and sustainable consumer behavior: A moderated mediation model of time discounting and connectedness to the future self

Abstract

AbstractPrevious studies have explored the relationship between positive emotions and individuals’ sustainable consumer behavior, but the results are inconsistent. Emotions with the same valence but different cognitive appraisals may have different effects on such behavior. Therefore, it is necessary to examine the effects of specific positive emotions on sustainable consumer behavior. Using a longitudinal survey and three experimental studies, this study tests the effect of gratitude on sustainable product choice and examines the underlying psychological mechanism. The results indicate that both trait and state gratitude increase individuals’ sustainable product choice. Furthermore, time discounting mediates the relationship between gratitude and sustainable product choice. Connectedness to the future self moderates the mediation process in the path from gratitude to sustainable product choice and in that from gratitude to time discounting. The findings enrich our understanding of the relationship between gratitude and sustainable product choice and provide marketers with tools to increase consumers’ sustainable product choice by incorporating a gratitude appeal into their marketing communications.