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A self-administered survey instrument should be developed for the purposes of the study. From a managerial perspective, results might explain various attitudinal and psychographic factors affecting consumer intention to engage in pro-environmental consumption behaviors. Exploring consumer emotions, such us guilt and pride, for instance, can be useful to understand the best option when policy makers want to use emotional appeals to promote sustainable consumption. Similarly, a positive consumer attitude towards the willingness to spend more for environmentally friendly products can signal to corporations and marketers the existence of a specific and relevant segment. Furthermore, focusing on the tangibility construct is an opportunity to understand whether consumers are motivated to change after an unpredictable event that is discontinuous and oppositional to norms such as the COVID-19.