The Role of Guilt: The Impact of Underconsumption Content on Social Media on Green Consumption Intentions
(A2026-134229)

AUTHORS

Lisa Hanf, University of Wuppertal; Sabrina Helm, University of Arizona; Ina Garnefeld, University of Wuppertal

ABSTRACT

Underconsumption content has become increasingly relevant on social media as sustainability-related messages gain visibility and traction. Using a mixed-methods design, we conducted a qualitative study exploring viewers’ emotional reactions to underconsumption content, which revealed guilt as a central response. An experimental study tested guilt as a mediating psychological mechanism. Results show that underconsumption content indirectly increased green consumption intentions and video engagement via increased feelings of guilt. These findings advance understanding of how underconsumption content influences both behavioral intentions and online engagement, and how guilt messaging applies in this social media and sustainable consumption context.