From Guilt to Pride: Exploring Emotional Drivers of Consumer Preferences for Sustainable Plant Containers

Concern about the sustainability of traditional single-use plastic pots is growing as the adverse environmental effects of plastic use become increasingly apparent worldwide. Research shows economic and eco-friendly alternatives to replace plastics across multiple industries are needed. Consumers have a choice when selecting products made with plastic versus alternatives. Research indicates consumers’ choices are often influenced by core values, but the extent to which these values shape the purchase of horticultural products is limited and warrants further study. The purpose of this research was to determine how consumers’ environmental self-identity, self-awareness, and demographic characteristics predicted their emotional reactions, particularly guilt and pride, when purchasing plants grown in plastic pots compared to alternative pots. Data were collected from 1235 United States residents aged 18 and older using an online survey via non-probability opt-in sampling. Environmental self-identity significantly predicted emotional reactions. A stronger environmental self-identity predicted higher levels of guilt when purchasing plants grown in plastic pots and increased pride when purchasing plants grown in plastic-alternative pots. A paired-sample t-test indicated significantly more positive emotional reactions when purchasing plants grown in plastic-alternative pots than those grown in plastic pots. Furthermore, age, sex, income, self-awareness, and political ideology were associated with differences in emotional reactions to pot-type purchases. The findings imply emotion and value-based factors influence sustainable purchasing decisions. Given this, companies should tailor their marketing and communication strategies to align with consumers’ environmental self-identity, thereby encouraging the adoption of sustainable alternatives and supporting a shift away from plastic use in the horticulture industry.