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Feeling the green? Value orientation as a moderator of emotional response to green electricity
Author(s) -
Nilsson Andreas,
Hansla André,
Biel Anders
Publication year - 2014
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/jasp.12258
Subject(s) - psychology , framing (construction) , moderation , social psychology , feeling , electricity , value (mathematics) , framing effect , persuasion , engineering , electrical engineering , structural engineering , machine learning , computer science
Framing effects on emotional responses in a green electricity choice are investigated in a survey of a random sample of 655 S wedish 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.