Exploring the Influence of Psychological and Emotional Elements on Green Purchase Intentions

Abstract This study investigates the influence of psychological and emotional elements on green purchase intentions. With the growing environmental concern in recent years, understanding these elements is essential for the development of effective green marketing campaigns. The research explores the relationship between key constructs such as green consumer values, psychological reactance, sense of belonging in a community, subjective well-being and scepticism towards advertising. By integrating and drawing on several theories such as Psychological Reactance Theory and Belongingness Theory, this study proposes a comprehensive conceptual framework. Results from a survey of 200 consumers demonstrate the complex relationships between these psychological and emotional variables and consumers’ intentions to purchase green products, emphasising the mediating effect of subjective well-being and the moderated mediating effect of scepticism towards advertising. These findings provide theoretical contributions to environmental psychology and green marketing and offer valuable insights and practical implications for marketers who aim to design effective green marketing strategies.