Previous studies have explored the relationship between positive emotions and individuals’ sustainable consumer behavior, but the results are inconsistent. Emotions with the same valence but different cognitive appraisals may have different effects on such behavior. Therefore, it is necessary to examine the effects of specific positive emotions on sustainable consumer behavior. Using a longitudinal survey and three experimental studies, this study tests the effect of gratitude on sustainable product choice and examines the underlying psychological mechanism. The results indicate that both trait and state gratitude increase individuals’ sustainable product choice. Furthermore, time discounting mediates the relationship between gratitude and sustainable product choice. Connectedness to the future self moderates the mediation process in the path from gratitude to sustainable product choice and in that from gratitude to time discounting. The findings enrich our understanding of the relationship between gratitude and sustainable product choice and provide marketers with tools to increase consumers’ sustainable product choice by incorporating a gratitude appeal into their marketing communications.

中文翻译：

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感恩与可持续的消费者行为：时间折扣和未来自我联系的调节中介模型

以往的研究探讨了积极情绪与个人可持续消费行为之间的关系，但结果并不一致。具有相同效价但不同认知评价的情绪可能对此类行为产生不同的影响。因此，有必要考察特定的积极情绪对可持续消费行为的影响。通过纵向调查和三项实验研究，本研究测试了感恩对可持续产品选择的影响，并检验了潜在的心理机制。结果表明，特质和国家感恩都增加了个人的可持续产品选择。此外，时间折扣介导了感恩与可持续产品选择之间的关系。与未来自我的联系在从感恩到可持续产品选择以及从感恩到时间折扣的路径中调节中介过程。这些发现丰富了我们对感恩与可持续产品选择之间关系的理解，并为营销人员提供了工具，通过将感恩诉求融入他们的营销传播中来增加消费者的可持续产品选择。