The impact of emotional appeals in organic food packaging on consumer purchase intent and willingness to pay: the case of Guilt vs. Pride
Butt, Muhammad Noman (A.A. 2024/2025) The impact of emotional appeals in organic food packaging on consumer purchase intent and willingness to pay: the case of Guilt vs. Pride. Tesi di Laurea in Sustainability for marketing, Luiss Guido Carli, relatore Alessandro Maria Peluso, pp. 86. [Master's Degree Thesis]
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Abstract/Index
Literature review. Organic food consumption and packaging influence. Emotional appeals in marketing. Self-conscious emotions: guilt and pride. Motivational mechanisms of Guilt vs. Pride. Environmental concern as a moderator. Willingness to pay. Purchase intent. Research gap. Hypotheses development. Research methodology and design. Research design and method. Experimental manipulation. Measurement instrument and scale construction. Validity and reliability of the instrument. Population, sampling technique and sample size. Data collection procedure. Data analysis strategy. Data analysis and results. Statistical tools and software. Preliminary analysis. Descriptive analysis. Multicollinearity. Demographic analysis. Hypothesis testing: main and moderation effects.
References
Bibliografia: pp. 75-82.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing Digital (LM-77) |
| Chair: | Sustainability for marketing |
| Thesis Supervisor: | Peluso, Alessandro Maria |
| Thesis Co-Supervisor: | Lefkeli, Deniz |
| Academic Year: | 2024/2025 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 31 Oct 2025 16:16 |
| Last Modified: | 31 Oct 2025 16:16 |
| URI: | https://tesi.luiss.it/id/eprint/43626 |
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