Despite efforts to implement sustainable practices, customer resistance and accusations of greenwashing pose significant challenges, which are compounded by the abstract nature of climate change making it difficult for people to comprehend its urgency and immediate impact. This study investigates how emotional responses to climate change influence travelers' pro-environmental behaviors. We examined the interaction effects of different types of travel on customers' negative affect states evoked by climate change issues and their behavioral intentions. Furthermore, we found the mediating role of the anticipated warm-glow in explaining why customers are inclined toward sustainable options, but not moral obligation. Five experiments provide deeper insights into why customers are drawn to sustainable options as a response to their emotional states. The findings highlight that emotional rewards play a significant role in customers' sustainable choices, emphasizing emotional factors as key predictors of climate action.

中文翻译：

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感性消费者：气候变化下的可持续奢侈品选择

尽管努力实施可持续实践，但客户的抵制和漂绿的指责构成了重大挑战，而气候变化的抽象性质使人们难以理解其紧迫性和直接影响，使这些挑战变得更加复杂。本研究调查了对气候变化的情绪反应如何影响旅行者的亲环境行为。我们研究了不同类型旅行对气候变化问题引起的客户负面影响状态及其行为意图的交互影响。此外，我们发现预期的暖光在解释为什么客户倾向于可持续选择而不是道德义务方面发挥着中介作用。5 项实验更深入地解释了为什么客户会选择可持续选择来应对他们的情绪状态。研究结果强调，情感奖励在客户的可持续选择中发挥着重要作用，强调情感因素是气候行动的关键预测因素。