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題名 The role of moral emotions when missions clash: harnessing gratitude and mitigating anger in sustainable food marketing
作者 巫柏翰
Wu, Po-Han;Park, Sungjun (Steven)
貢獻者 企博學五
關鍵詞 Anger; food; gratitude; mission-driven company; SDGs; sustainability; moral emotion
日期 2025-07
上傳時間 20-Apr-2026 10:20:27 (UTC+8)
摘要 Mission-driven organizations promoting sustainable food consumption often operate at the intersection of commercial imperatives and prosocial goals. Balancing profit with purpose presents unique challenges, particularly in sustainability messaging, where perceived ethical inconsistencies can evoke strong moral emotions. The purpose of this research is to examine how moral anger and gratitude shape consumer attitudes toward mission-driven organizations, with donation and purchase intentions as key outcomes. Using structural equation modeling (N = 411), results show that moral anger mediates the relationship between perceived ethical misalignment and consumer attitudes, while gratitude moderates the negative effects of anger, leading to more favorable evaluations. These findings contribute to marketing theory by demonstrating the critical role of moral emotions in ethical perception and decision-making. Practically, the study offers actionable insights for mission-driven organizations aiming to reduce consumer dissonance and foster support for sustainability goals through emotion-based communication.
關聯 Journal of Strategic Marketing, pp.1-22
資料類型 article
DOI https://doi.org/10.1080/0965254X.2025.2540275
dc.contributor 企博學五
dc.creator (作者) 巫柏翰
dc.creator (作者) Wu, Po-Han;Park, Sungjun (Steven)
dc.date (日期) 2025-07
dc.date.accessioned 20-Apr-2026 10:20:27 (UTC+8)-
dc.date.available 20-Apr-2026 10:20:27 (UTC+8)-
dc.date.issued (上傳時間) 20-Apr-2026 10:20:27 (UTC+8)-
dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=182112-
dc.description.abstract (摘要) Mission-driven organizations promoting sustainable food consumption often operate at the intersection of commercial imperatives and prosocial goals. Balancing profit with purpose presents unique challenges, particularly in sustainability messaging, where perceived ethical inconsistencies can evoke strong moral emotions. The purpose of this research is to examine how moral anger and gratitude shape consumer attitudes toward mission-driven organizations, with donation and purchase intentions as key outcomes. Using structural equation modeling (N = 411), results show that moral anger mediates the relationship between perceived ethical misalignment and consumer attitudes, while gratitude moderates the negative effects of anger, leading to more favorable evaluations. These findings contribute to marketing theory by demonstrating the critical role of moral emotions in ethical perception and decision-making. Practically, the study offers actionable insights for mission-driven organizations aiming to reduce consumer dissonance and foster support for sustainability goals through emotion-based communication.
dc.format.extent 109 bytes-
dc.format.mimetype text/html-
dc.relation (關聯) Journal of Strategic Marketing, pp.1-22
dc.subject (關鍵詞) Anger; food; gratitude; mission-driven company; SDGs; sustainability; moral emotion
dc.title (題名) The role of moral emotions when missions clash: harnessing gratitude and mitigating anger in sustainable food marketing
dc.type (資料類型) article
dc.identifier.doi (DOI) 10.1080/0965254X.2025.2540275
dc.doi.uri (DOI) https://doi.org/10.1080/0965254X.2025.2540275