Consumers Negative Emotion in Excessive Product Packaging: The effect of Environmental Concern
Raras Kirana Wandira
Faculty of Economics and Business, Universitas Airlangga
Abstract
This study was performed to determine the influence of consumers environmental concern on negative emotions resulted after consumers bought product with excessive packaging. Survey was held among 230 Taipei residents. Data were analyzed using the partial least square technique. Analysis shows that environmental concern influences negative emotions namely guilt, regret, and shame in the context of purchasing product with excessive packaging. This study contributes by giving more understanding about what make consumers feel negative emotion after purchase excessive product packaging products that are harmful for our environment.
Keywords: Excessive Product Packaging, Environmental Concern, Guilt, Regret, Shame
Topic: Industrial and Hazardous Waste Management