Self-Discrepancy: A self-discrepancy is an incongruity between how one currently perceives oneself and how one desires to view oneself. (Mandel et al., 2017)
Perceived Control: The ability to manage the processes and outcomes of events in our lives (Chen et al., 2017).
Local Consumption: Local consumption refers to the acquisition of products offered by sellers from a local community and produced at geographically proximal locations (McCaffrey & Kurland, 2014).
Perceived Quality: Consumer judgments about a product’s overall excellence or superiority (Tran et al., 2021; Zeithaml, 1988).
Public Self-Consciousness: The tendency to think about aspects of the self that are matters of public display (Scheier & Carver, 1985).
Personal Agency: Having the resources or ability necessary to achieve certain goals (Beck et al., 2020; Landau et al., 2015).
Empathy: The ability to comprehend others' conditions and take her/his
perspective (Wenzel & Okimoto, 2010).
WHAT IS LOCAL?
Local consumption refers to the acquisition of products offered by sellers from a local community and produced at geographically proximal locations (McCaffrey & Kurland, 2014).
MANIPULATION OF CONTROL AND CONFOUNDS
WHY IS THE MECHANISM AFFECTIVE?
LOCAL VS. ETHICAL CONSUMPTION
An individual might consume a product grown locally yet in a non-sustainable manner, compared to sustainable product developed in a distant geography, if the individual exhibits a strong local identity.
What is AWG?
Warm glow is defined as, “the feelings of pleasure and satisfaction derived from the cognitive appraisal of contributing to the wellbeing of society” (Andreoni, 1990; Bezençon et al., 2020).
Following are the items used to measure warm glow in the past literature.
How would you feel if you bought this item? (ashamed/proud, in the wrong/in the right, wicked/virtuous, unethical/ethical; (Giebelhausen et al., 2016, Bezencon et al., 2020).
I felt good about using these _” (1-strongly disagree; 7-strongly agree) (Andrews et al. 2014).
“I am happy with myself that I used these _” (1-strongly disagree; 7-strongly agree) (Nunes and Schokkaert 2003).
“It made me feel good about myself to use these headphones” (1-strongly disagree; 7-strongly agree) (Arora and Henderson, 2007).
“Using these headphones made me have a warm feeling in my chest” (1-strongly disagree; 7-strongly agree) (Schnall, Roper, and Fessler 2010).
Tezer & Bodur (2021) used some of these items together (B-F).