Abstract

This study explores the influence of negative mixed emotions on consumer purchase choices in the context of environmental degradation. Previous research has focused on attitudes and emotions affecting preferences and willingness to pay, but understanding the gap between willingness to pay and actual behavior is crucial. The study uses a discrete choice experiment to examine the direct effect of "mixed integral eco-emotions" on purchase choices. Participants make a discrete purchase decision between two products with different environmental attributes and prices. Results show that eliciting mixed emotions, including sadness, anger, and guilt, significantly impacts pro-environmental purchases across various price points and product categories. The research also considers environmental attitudes, antecedents to emotions, risk attitudes, and construal level. This study emphasizes the importance of comprehending the intention-to-action gap and the role of mixed emotions in predicting pro-environmental consumer behavior, necessitating new models for understanding and explaining such behavior.