A4 Article in conference proceedings
The Role of Anticipated Guilt and its Neutralisation in Explaining Responsible Online Shopping (2023)

Makkonen, M., Frank, L., & Paananen, T. (2023). The Role of Anticipated Guilt and its Neutralisation in Explaining Responsible Online Shopping. In A. Pucihar, M. Kljajić Borštnar, R. Bons, G. Ongena, M. Heikkilä, & D. Vidmar (Eds.), 36th Bled eConference : Digital Economy and Society : The Balancing Act for Digital Innovation in Times of Instability (pp. 627-643). University of Maribor. https://doi.org/10.18690/um.fov.4.2023.39

JYU authors or editors

Publication details

All authors or editors: Makkonen, Markus; Frank, Lauri; Paananen, Tiina

Parent publication: 36th Bled eConference : Digital Economy and Society : The Balancing Act for Digital Innovation in Times of Instability

Parent publication editors: Pucihar, Andreja; Kljajić Borštnar, Mirjana; Bons, Roger; Ongena, Guido; Heikkilä, Marikka; Vidmar, Doroteja

Conference:

Place and date of conference: Bled, Slovenia, 25.-28.6.2023

eISBN: 978-961-286-751-5

Publication year: 2023

Pages range: 627-643

Number of pages in the book: 920

Publisher: University of Maribor

Publication country: Slovenia

Publication language: English

DOI: https://doi.org/10.18690/um.fov.4.2023.39

Persistent website address: https://press.um.si/index.php/ump/catalog/book/786

Publication open access: Openly available

Publication channel open access: Open Access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/88366

Abstract

Although responsible consumption has been the target of growing interest in academic research, the antecedents of responsible online shopping remain poorly understood. In this study, we address this gap in prior research by focusing on the role of anticipated guilt in explaining responsible online shopping. By using data from 479 Finnish consumers, we aim to answer two research questions: (1) how strong an antecedent of responsible online shopping intention is anticipated guilt in relation to other potential antecedents and (2) how efficiently can consumers regulate their resulting feelings of guilt by using different kinds of neutralisation techniques? We find anticipated guilt to be a strong antecedent of responsible online shopping intention and the denial of responsibility, the denial of injury, and the appeal to higher loyalties to be the most efficient neutralisation techniques for consumers to regulate their feelings of guilt that result from not engaging in responsible online shopping.

Keywords: electronic commerce; consumer behaviour; buying behaviour; sustainable consumption; responsibility (properties); feeling of guilt; questionnaire survey

Free keywords: responsible online shopping; anticipated guilt; neutralisation techniques; theory of planned behaviour: online survey; structural equation modelling; Finland

Contributing organizations

Related projects

Ministry reporting: Yes

Reporting Year: 2023

Preliminary JUFO rating: 1