From guilt to pride: exploring emotional drivers of consumer preferences for sustainable plant containers

Authors: BATAME, MICHAEL - University Of Georgia; LAMM, ALEXA - University Of Georgia; LAMM, KEVAN - University Of Georgia; OWEN, JAMES - Profile Products; Altland, James; WHITE, SARAH - Clemson University

Submitted to: Sustainability
Publication Type: Peer Reviewed Journal
Publication Acceptance Date: 5/23/2026
Publication Date: 6/1/2026
Citation: Batame, M., Lamm, A., Lamm, K., Owen, J., Altland, J.E., White, S. 2026. From guilt to pride: exploring emotional drivers of consumer preferences for sustainable plant containers. Sustainability. 18. Article 5494. https://doi.org/10.3390/su18115494.
DOI: https://doi.org/10.3390/su18115494

Interpretive Summary: A major challenge facing the horticulture industry is the heavy reliance on single use plastic pots, which create environmental waste and are difficult to recycle due to plant debris and contamination. Growing public concern about plastic pollution has increased interest in sustainable alternatives, yet it was unclear how people’s personal values and emotions influenced their choices when buying plants grown in different types of containers. Limited understanding of these emotional drivers was recognized as a barrier to encouraging widespread use of environmentally friendly pot options. To address this problem, a national survey of more than 1,200 U.S. adults was conducted to explore how feelings of guilt or pride were experienced when purchasing plants in plastic versus plastic alternative pots. Participants’ environmental self identity, self awareness, and demographic characteristics were measured to determine how these factors shaped emotional reactions. It was found that individuals who viewed themselves as environmentally friendly experienced stronger emotional responses. More guilt was felt when choosing plastic pots, and more pride was felt when choosing alternatives. Older participants, those with higher self awareness, and those holding more liberal political views were also more likely to react positively to sustainable containers. Across the entire group, significantly more positive emotion was associated with plant purchases made in plastic alternative pots. By understanding these emotional drivers, the horticulture industry is provided with evidence that marketing messages connecting alternative pots to environmental identity may encourage broader adoption of sustainable containers. This insight supports ongoing efforts to reduce plastic waste and promote environmentally friendly practices in greenhouses and nurseries nationwide.

Technical Abstract: Concern about the sustainability of traditional single-use plastic pots is growing as the adverse environmental effects of plastic use become more apparent across the globe. Research shows economic and eco-friendly alternatives to replace plastics across multiple industries are needed. Consumers have a choice when selecting products using plastic during production versus alternatives. Research indicates consumers’ choices are often influenced by core values, but application to the purchasing of horticultural products is limited and worthy of additional 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 1,235 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 plastic pots and increased pride when purchasing plants grown in plastic alternative pots. A paired 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, encouraging the adoption of sustainable options and helping consumers, and the horticulture industry, shift away from plastic use.