Investigating the Impact of emotions on the Intention to buy customers of Green Products (Studied case: Students of the Islamic Azad University of Kashan)

The purpose of this study was to investigate the factors affecting the intention to purchase green products. For this purpose, a total of 450 students from the Islamic Azad University of Kashan took part in this survey. The research method was applied in terms of purpose and in terms of analysis, it was of the scaling type. The data collection tool and sampling for the questionnaire were done randomly and to determine the sample, the Cochran formula was utilized. This study used the SPSS software to analyze the descriptive statistics (demographical factors) and through the software PLS, the connection between the variables was investigated by structural equation modeling.
Findings: The results indicated that environmental beliefs affect environmental concern and there must be a positive relationship between them. Also, the increase in environmental concern leads to an increase in the attitude to consume green products, and finally an increase in the consumers' intention to purchasing green products. Furthermore, an increase in environmental concerns also increases positive emotions, which in turn increases the consumers' will to purchase green products. Finally, with increasing environmental concerns, negative emotions increase. But the effect of negative emotions is on reverse purchasing intention.
Research Limitations: The tested model now uses purchase intention as a result variable instead of real purchase, and in practice, it will be difficult to develop a research framework in a controlled real behavior.
Managerial Implications and Originality/Valve: Investigating the role of positive and negative emotions on the intention of purchasing green products helps marketing managers up to by correct identifying consumers' emotions can designing appropriate strategies for encouraging them to use green products.
Keywords: Environmental Beliefs, Environmental Concern, Positive Emotions, Negative Emotions, Attitudes toward Green Products, Theory of Reasoned Action