The Impact of Positive Emotional Appeals on the Green Purchase Behavior

Wang, Jianming; Yang, Xincheng; He, Zhengxia; Wang, Jianguo; Jiang, Bao; Gao, Jian

doi:10.3389/fpsyg.2022.716027

Cited by 9 publications

(5 citation statements)

References 58 publications

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“…This imagination will stimulate consumers' emotions and enhance their purchase intentions (Ying et al, 2021). Positive emotions not only affect individuals' psychological states and make them feel more pleasant (Wang et al, 2020) but also enhance their sense of understanding, meaning and control (Fredrickson and Barbara, 2013). The more consumers can feel the pleasure and joy in shopping, the easier it is for the sense of presence to play a role.…”

Section: The Moderating Role Of Positive Emotionsmentioning

confidence: 99%

How social presence influences consumer purchase intention in live video commerce: the mediating role of immersive experience and the moderating role of positive emotions

Huang

Zhu

Hao

et al. 2022

JRIM

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PurposeThis paper aims to examine the relationship between social presence and consumer purchase intention in the context of livestreaming commerce and test the mediating role of immersive experience and the moderating role of positive emotions.Design/methodology/approachThe authors used a convenience sampling method to select 408 college students from a university in Ganzhou as the participants. They employed structural equation modeling to test the hypotheses, as well as Hayes' PROCESS to test the mediation and moderation effects.FindingsThe authors found that immersion experiences partially mediate the relationship between social presence and consumers' purchase intentions and positive emotions moderate the “social presence–immersion experience–consumer purchase intentions” path. Therefore, social presence constitutes a moderating mediating effect on consumer purchase intentions.Practical implicationsThis study offers meaningful insights into how livestreamers and e-retailers can stimulate consumers' buying behavior in livestreaming environments. E-commerce platforms should strengthen consumer interactions and increase consumers' perceptions of social presence. In addition, companies should meet the social and psychological needs of consumers and generate positive emotional resonance.Originality/valueThis research sheds light on the effect of social presence on consumer purchase intentions in livestreaming commerce and extends the social presence literature by investigating the mediation mechanism of immersive experience.

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Section: The Moderating Role Of Positive Emotionsmentioning

confidence: 99%

How social presence influences consumer purchase intention in live video commerce: the mediating role of immersive experience and the moderating role of positive emotions

Huang

Zhu

Hao

et al. 2022

JRIM

View full text Add to dashboard Cite

show abstract

“…Using rational choice theory to analyze green purchasing decisions, companies can better understand the factors influencing consumers’ preferences and design strategies matching their rational evaluations. Factors such as product knowledge, rating and value assessment affect green purchase intentions (Chen and Deng, 2016; Wang et al , 2022).…”

Section: Literature Reviewmentioning

confidence: 99%

Navigating the green maze: insights for businesses on consumer decision-making and the mediating role of their environmental concerns

Lopes,

Gomes,

Trancoso

2024

SAMPJ

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Purpose Green consumption is fundamental to sustainable development, as it involves adopting practices and technologies that reduce the environmental impact of human activities. This study aims to analyze the influence of consumers’ green orientation on their environmental concerns and green purchase decisions. Furthermore, the study investigates the mediating role of consumers’ environmental concerns in the relationship between pro-sustainable orientation and green purchase decisions. Design/methodology/approach This study uses a quantitative methodology, applying the partial least squares method to a sample of 927 Portuguese consumers of green products. The sample was collected through an online survey. Findings Perceived benefits and perceived quality of products play a positive and significant role in influencing green behavior, especially when consumers are endowed with greater environmental concerns. In addition, consumers’ awareness of the prices of green products and their expectations regarding the future benefits of sustainable consumption positively impact green consumption behavior, further intensifying their environmental concerns. Practical implications According to the present findings, companies should adopt a holistic and integrated approach to promote green consumption. This means creating premium eco-friendly products, communicating their benefits, addressing the cost factor, emphasizing the future impact of eco-friendly options and raising consumers’ environmental awareness. Social implications It is critical that environmental education is a priority in schools and that there are political incentives for green behaviors. In addition, media campaigns can be an important tool to raise awareness in society. Originality/value The results of this study provide important insights for companies on consumer engagement in the circular economy. Deepening knowledge of the antecedents of consumers’ environmental concerns contributes to a deeper understanding of green purchasing decision behavior, allowing companies to support new business strategies.

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“…In connection with the advertising campaign, it is important to correctly define the basic types of emotions. According to Wang et al, the basic types of emotions that can be assessed in the studied context are anger, sadness, joy, surprise, disgust, and fear; however, the advertising space uses various categorized emotions, also referred to as emotional appeals [11]. Lindauer et al (2020) categorize marketing emotional appeals as joy, sinfulness, stories, fear, and eroticism, thereby deviating from Ekman's categorization [12].…”

Section: The Effect Of Emotional Advertising Appeals On Customer Purc...mentioning

confidence: 99%

The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship

Vrtana,

Krizanova

2023

Sustainability

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Irrationality is a strong phenomenon in consumer behavior that significantly impacts final purchase decisions. Through holistic approaches, companies have become more oriented towards emotional experiences. This study investigates the emotional impact of Dove brand advertising appeals on the frequency and intensity of emotions experienced by Slovak consumers. A theoretical framework was created for the conceptual development of emotional appeals in advertising and their impact on irrational purchasing behavior. An online questionnaire was conducted using the scale of subjective emotional habitual well-being (“SEHP”) of the psychodiagnostic tool on a sample of 417 Slovak consumers. The results show that (1) advertising with emotional appeal has different effects on consumers’ purchasing behavior depending on their age, (2) advertising with emotional appeal affects consumers more negatively than positively, and (3) the use of emotional appeal in the advertising space creates an emotional connection with the brand. Our study shows that the current trends in the influence of emotional appeal can promote impulsive and irrational buying behaviors. Thus, consumers become part of the brand, creating an emotional connection between them. This connection can result in positive purchase decisions. Creating emotional appeal in cosmetic products also has social significance in building self-confidence, status, and beauty.

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The Impact of Positive Emotional Appeals on the Green Purchase Behavior

Cited by 9 publications

References 58 publications

How social presence influences consumer purchase intention in live video commerce: the mediating role of immersive experience and the moderating role of positive emotions

How social presence influences consumer purchase intention in live video commerce: the mediating role of immersive experience and the moderating role of positive emotions

Navigating the green maze: insights for businesses on consumer decision-making and the mediating role of their environmental concerns

The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship

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