Food overconsumption seems to negatively impact people’s well-being. This study hypothesized that anticipated guilt decreases food consumption, which may diminish for higher levels of distracted...Show moreFood overconsumption seems to negatively impact people’s well-being. This study hypothesized that anticipated guilt decreases food consumption, which may diminish for higher levels of distracted eating. The study had a between-subjects design. Food consumption was measured between lunch and dinner by self-report, anticipated guilt by a questionnaire, and distracted eating by manipulating the level of distraction during lunch. A simple and moderated regression analysis were conducted (N = 90). Results suggested that anticipated guilt decreased eating frequency (p = .042) but not the number of portions (p = .104) and the eating frequency compared to the regular eating frequency (p = .299). The relationship between anticipated guilt and food consumption did not seem to depend on distracted eating (p = .523). Anticipated guilt may be helpful to reduce eating frequency without considering the level of distraction during meal consumption. The study provides suggestions for future research and implications for marketers.Show less
Environmental problems such as air pollution, loss of biodiversity, and water pollution call for a change. To create a more sustainable society it is important to invest in proenvironmental...Show moreEnvironmental problems such as air pollution, loss of biodiversity, and water pollution call for a change. To create a more sustainable society it is important to invest in proenvironmental behaviour, such as green gardening. This research has taken steps in understanding the green gardening intentions and behaviours of the inhabitants of Leiden, using data retrieved by students in 2021 in collaboration with the municipality of Leiden. To investigate this, the model of the theory of planned behaviour (Ajzen, 1991, 2020) has been used, including the variables attitude, subjective norm and perceived behavioural control. Applying anticipated guilt as a moderator, this study investigated if this emotion can help to close the gap more between intention and behaviour within the model. The results (N = 126) showed that the theory of planned behaviour significantly explains green gardening intention and behaviour. However, anticipated guilt did not influence the relationship between intention and behaviour. Nevertheless, the findings contribute to sustainable gardening research and calls for future research on positive emotions, such as anticipated pride. This study can be used for the shaping of marketing campaigns to encourage green gardening.Show less
