Browsing by Author "Rowe, Zoe O."
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Item Open Access The best I can be: how self-accountability impacts product choice in technology mediated environments(Wiley, 2017-04-11) Rowe, Zoe O.; Wilson, Hugh; Dimitriu, Radu; Breiter, Katja; Charnley, FionaTechnology-mediated environments are important not only as the location for an increasing proportion of purchases, but also as an even more pervasive part of the purchase journey. While most research into online consumer behavior focuses on attitudes as an antecedent of product choice, this article focuses on an important but hardly explored variable that may be impacted by technology-mediated environments: self-accountability. Laboratory experiments suggest that self-accountability may influence online purchases, but this has not been confirmed in field studies. Furthermore, although this prior work suggests that self-accountability may impact product choice through the elicitation of guilt, the role of positive emotions has not been explored. Using two surveys with online retailers, this paper (a) shows that in a technology-mediated environment, self-accountability influences product choice; (b) proposes and confirms a complementary route for this effect through pride that is stronger than that through guilt; and (c) evidences the relationship between self-accountability and perceived consumer effectiveness. These results show a clear opportunity for digital marketers to encourage self-accountability, to thereby elicit pride and not just guilt, and hence to impact consumer decision making in technology-mediated environments, particularly when choices have sustainability implications.Item Open Access A conceptual framework for circular design(MDIP, 2016-09-13) Moreno, Mariale; De los Rios, Carolina; Rowe, Zoe O.; Charnley, FionaDesign has been recognised in the literature as a catalyst to move away from the traditional model of take-make-dispose to achieve a more restorative, regenerative and circular economy. As such, for a circular economy to thrive, products need to be designed for closed loops, as well as be adapted to generate revenues. This should not only be at the point of purchase, but also during use, and be supported by low-cost return chains and reprocessing structures, as well as effective policy and regulation. To date, most academic and grey literature on the circular economy has focused primarily on the development of new business models, with some of the latter studies addressing design strategies for a circular economy, specifically in the area of resource cycles and design for product life extension. However, these studies primarily consider a limited spectrum of the technical and biological cycles where materials are recovered and restored and nutrients (e.g., materials, energy, water) are regenerated. This provides little guidance or clarity for designers wishing to design for new circular business models in practice. As such, this paper aims to address this gap by systematically analysing previous literature on Design for Sustainability (DfX) (e.g., design for resource conservation, design for slowing resource loops and whole systems design) and links these approaches to the current literature on circular business models. A conceptual framework is developed for circular economy design strategies. From this conceptual framework, recommendations are made to enable designers to fully consider the holistic implications for design within a circular economy.Item Open Access Pride in my past: influencing sustainable choices through behavioral recall(Wiley, 2018) Rowe, Zoe O.; Wilson, Hugh N.; Dimitriu, Radu; Charnley, Fiona J.; Lastrucci, GiovannaEmotional appraisal research has demonstrated that recalling a past behavior and its associated emotions can influence future behavior. However, how such recalled emotions shape sustainable consumer choice has not been examined. This study examines the role of recalled pride and guilt in shaping sustainable purchase intentions, and the mediating role of anticipated pride and guilt. A conceptual model is proposed for motivating sustainable purchase intentions through the emotions associated with behavioral recall. The model is applied in two experiments with online consumers examining purchase intentions of low carbon cars. Recalling feelings of pride associated with a past sustainability-related behavior increases sustainable purchase intention, as opposed to a neutral recall. This effect occurs through the mediation of both anticipated pride at the prospect of a sustainable behavior choice, and anticipated guilt if the future choice is not sustainable. Similar hypotheses relating to recalled guilt at past unsustainable behavior were not supported. The study contributes to research on sustainable consumption, revealing an emotional route by which past behavior can influence future behavior. It also adds to emotional appraisal research by showing the role of specific self-conscious emotions in forming this route, as prior research has focused more broadly on emotional valence.