The master's thesis examines the issue of grave candles and the feelings of consumer guilt that arise when purchasing and using these disposable products. Through qualitative research, we determined the key factors when buying grave candles: appearance of the grave candle, functionality, burning time, type of candle, price and its ecological aspect. We further investigated how consumer guilt triggered by guilt appeals of environmental awareness campaigns affects the purchase decision. We found that consumer guilt has no direct influence on the purchase decision, even though the consumption of ordinary grave candles in Slovenia is constantly decreasing, while the consumption of electronic candles is increasing. We investigated the impact of a green lifestyle on the purchase decision and found that it serves as a tool for justifying the purchase and managing consumer guilt. Individuals justify their purchasing decisions with socially rooted customs of expressing condolences and respect for the deceased. In the master's thesis, we summarize the importance of grave candles for individuals and conclude that the purchase and use of grave candles depends on the life circumstances of the individual, which are influenced by both the attitude towards the deceased and the feeling of responsibility for preserving their memory.
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