In the era of digital economy and mobile internet, many platforms or brands have built various online or offline green communities to guide customers or fans to engage in green interactions. Obviously, community green interaction can enhance brand emotional value and enhance customer stickiness, but whether community green interaction can further have a spillover effect on related or other green purchase behaviors has become an important topic for the theoretical and practical departments. This paper selects the “Little Bear Fuel Consumption Community” as the research object. Based on the theoretical framework of “Green Interaction—Environmental Emotion—Related Green Purchasing Behavior”, this paper examines the spillover effect and impact mechanism of community green interaction on consumers’ related green purchasing behavior. This paper uses a structural equation model and bootstrapping method to test the causal relationship between variables. This study lasted for 6 months, and a total of 348 valid questionnaires were collected in this study. We used SPSS 25 and AMOS 24 for data analysis. The results showed that the two dimensions of community green interaction (community green information interaction and community green interpersonal interaction) have a positive spillover effect on consumers’ related green purchase behavior; community green interaction can positively spill over to consumers’ related green purchase behavior through the psychological path of environmental emotion; community green information interaction and community green interpersonal interaction have positive effects on consumers’ positive and negative environmental emotions; positive and negative environmental emotions positively affect consumers’ related green purchase behavior; and in the two paths of community green information interaction—related green purchase behavior and community green interpersonal interaction—related green purchase behavior, both positive environmental emotion and negative environmental emotion play a role of partial mediation; product involvement has a negative moderating effect on the path of “community green interaction—environmental emotion”. This paper opens the “black box” of the diffusion mechanism of community green interaction and provides a new explanatory framework for the spillover effect of community green interaction on related green purchase behavior.
The practice of green consumption has become a common initiative of the international community. Existing studies have shown that emotional factors have an important impact on consumer behavior, but few scholars in the field of green consumption behavior have explored the relationship between positive emotions and green purchase behavior in specific dimensions. This study creatively put forward two dimensions and four kinds of positive emotional appeals which include the cherishing appeal, the yearning appeal, the proud appeal, and the admiring appeal. Through the conceptual model analysis based on the data, the effects of different four positive emotional appeals on consumers’ perceived green value, perceived green responsibility, and green purchase behaviors were confirmed. The results indicated that the four kinds of positive emotional appeals, perceived green value, perceived green responsibility, and green purchase behavior were positively correlated. Perceived green responsibility and perceived green value have significant mediating effect on the relationship between positive emotional appeals and green purchase behaviors. Middle doctrine significantly moderates the relationship between positive emotional appeals (Cherishing VS. Yearning) and perceived green value.
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