Réactions affectives anticipées et intentions d'agir contre le réchauffement climatique: proposition d'une typologie

Marie Schill () and Philippe Odou ()
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Marie Schill: REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne
Philippe Odou: REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne

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Abstract: Anticipated affective reactions and behavioral intentions related to climate change: a typology This research explores the influence of anticipated affective reactions on consumers' intentions to behave to combat climate change. A qualitative study highlights anticipated affective reactions, linked to behaviors to combat climate change. A quantitative study (n=525) confirms the influence of anticipated affective reactions, embedded in the planned behavior model, on behavioral intentions to combat climate change. Contrary to previous research, the results show evidence of the influence of not only negative anticipated affective reactions, but also positive antici- pated affective reactions, on the intentions to combat climate change. Operationally, a typology analysis, including negative and positive affective reactions, highlights the need for a differentiated communication strategy among the six identified groups. The "reluctant" and the "ill advised" need to be convinced of the negative consequences of cli- mate change. The "engaged" and the "positives" are sensitive to a more positive framing that values their behaviors, while the "unconcerned" and the "demotivated" are influenced by communication suggesting they can be actors.

Keywords: affective reactions; combat against climate change; theory of planned behavior; theory of affective feedback; typology.; réactions affectives; lutte contre le réchauffement climatique; théorie du comportement planifié; théorie du feedback affectif; typologie. (search for similar items in EconPapers)
Date: 2017-12-19
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Published in Décisions Marketing, 2017, 88, pp.13-33. ⟨10.7193/DM.088.13.33⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02308120

DOI: 10.7193/DM.088.13.33

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