Nostalgia: The Emotion That Induce Action On The Greater Common Goal
(A2024-119364)

AUTHORS

Abhirupa Roy, Tripura University; Nazia Gera, GGDSD Panjab University; Gopal Das, Associate Professor of Marketing, Indian Institute of Management Bangalore

ABSTRACT

This research focuses on an emerging and essential concern: climate change mitigation. More specifically, we hypothesize that the feeling of nostalgia (vs. control) leads to higher customers’ participation in climate change mitigation. Three experiments show that nostalgia generates higher empathy, thereby inducing intentions to propel participation in mitigating climate change.