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Sweat it for sustainability: Impact of physical activity/exercise on sustainable consumption
Author(s) -
Sarkar Juhi G.,
Sarkar Abhigyan,
Dwivedi Yogesh K.,
Balaji M. S.
Publication year - 2022
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21722
Subject(s) - consumption (sociology) , sustainability , sustainable consumption , psychology , trait , physical activity , emotional intelligence , consumer behaviour , marketing , social psychology , business , computer science , medicine , ecology , social science , sociology , physical medicine and rehabilitation , biology , programming language
What would make the “elusive” green consumer actually choose sustainable products? This research draws from “dopamine hypothesis of reward” to demonstrate that physical activity/exercise (regular and immediate) is a vital factor in determining consumers' sustainable behaviors. More specifically, it examines the role of physical activity/exercise on sustainable consumption behaviors as well as the role of emotional intelligence and sustainability claims. Five studies were conducted to test the hypothesized relationships. The findings from Study 1a and 1b establish direct causal link between physical activity/exercise and customers' sustainable consumption behaviors. Studies 2a and 2b show that emotional intelligence (trait‐based and ability‐based) may explain the effect of physical activity/exercise (regular and immediate) on sustainable consumption behaviors. Finally, the findings from Study 3 demonstrate that sustainability claims moderate the effect of emotional intelligence on sustainable consumption behaviors. These findings offer significant implications for retailers and marketers to use physical activity/exercise as a strategic intervention to positively influence consumers' evaluation and behaviors toward sustainable products.