THE IMPACT OF MUSIC FREQUENCY AND TEMPO ON SUSTAINABLE CONSUMER BEHAVIOR

This research explores the impact of music frequency on consumers’ sustainable consumption behavior. It is believed that music in the servicescape is a crucial factor in shaping consumers’ purchasing decisions towards sustainable products by evoking certain individual emotions and product perceptions. For a better understanding of which music has the most effective impact, this study examines two musical characteristics: frequency and tempo. An online experimental study was carried out with four conditions, combining different frequencies and tempos of the same music. After being exposed to the background music, participants completed a questionnaire designed to measure their purchase intention and willingness to pay for sustainable products. The results suggest that low music frequency could increase consumers' purchase intention and willingness to pay for sustainable products by fostering their emotion of gratitude and associating the product with a more youthful image. In addition, the music tempo does not have a significant moderating effect on the relationship between music frequency and consumers' sustainable consumption behavior. This current research extends the study of music in servicescape to the context of sustainable consumption and highlights the importance of individual emotion in auditory marketing, providing new insights for further practice.