Design of a Structural Model for Consumer Sense of Guilt to Predict Future Buying Behavior

Consumer guilt is a feeling that may be resulted from someone recognition of having failed to achieve the internalized personal or social moral standards in the context of consumption. The present study aims to contribute to current knowledge of consumer guilt by offering a comprehensive structural model of the consumer guilt in order to predict future buying behavior. The method of this study (SEM) among the consumers referred to those in the commercial and shopping complexes in the city of Kermanshah by random. Data have been collected by questionnaire of guilt consumer by Ayla ÖZHAN DEDEOĞLU and CVI with 62.0 and 78% reliability. The questionnaires have been distributed among the costumers. The data have been analyzed by the SPSS and Amos applications. The findings reveal that regret Make a purchase, Withheld purchase, transgression of norms, self-control failures and indulgence in hedonic desires are the antecedents that significantly explain consumer guilt. Among the responses studied in literature, only those related to reparative action, psychological repair work and justification are significantly loaded to coping responses factor. The final model has the greatest impact on the incidence of feeling guilty and withheld purchase by the consumer.