The Impact Of Positive Emotional Appeals On The Purchase Behavior For Green Products

Advocating green consumption behavior in the process of economic development has become the objective need for human survival and development,and it is also the consensus of the current international community.At present,scholars have begun to pay more attention to the influence of emotional factors on consumer behavior,but few scholars have specifically explored positive emotions in the field of green consumer behavior.With the development of positive psychology,the study of the impact of positive emotions,especially specific positive emotions,on green consumer behavior should be paid attention to.Starting from the positive emotions and combining with the national policies,this paper creatively introduces two positive emotions that cherish and yearn for the environment,trying to explore the influence of positive emotions on green purchasing behavior.By systematically reviewing the relevant literature,this paper focuses on the relationship between four positive emotions(cherish,yearn,pride,appreciation)and perceived green effect,perceived green responsibility and green purchase behavior.Analyse what kind of positive emotions can significantly affect consumers' perceived green effect and perceived green responsibility,which in turn affects consumers' purchasing behavior,and adds emotional arousal and golden mean as moderating variables in the process.By comparing and analyzing the differences of four kinds of emotional appeals in consumers' perception of green responsibility,perceived green effect and green purchase behavior,it is helpful to provide new ideas for enterprises to improve the sales of green products,and further put forward effective intervention paths and marketing strategies to promote consumers' green purchasing.To provide feasible suggestions for enterprises to subdivide target audiences and select appropriate positive green emotional propaganda strategies,so as to enhance the effect of emotional green product propaganda strategies.From the perspective of positive emotion,this study takes green power certificate as an example,and conducts empirical research through experimental method.Four groups of subjects were randomly selected for the experiment.They were shown four positive emotional arousal videos: cherish,yearn,pride and appreciation.After watching the corresponding emotional arousal videos,the participants scored the questionnaire.Based on the success of the preliminary experiment,this study conducted a formal experiment.A total of 440 valid subjects' first-hand data on green purchasing behavior were obtained.Compare cherish and yearn to explore the differences of green purchase behavior produced by different positive environmental emotions;Compare pride and appreciation to explore the differences of different positive emotions of behavior.SPSS 22 is used to analyze the data in detail.Firstly,the main effect is analyzed;secondly,using PROCESS 3.1 to test the mediating variables of perceived green effect and perceived green responsibility in the whole model path;finally,using PROCESS 3.1 to test the moderating effect of emotional arousal and moderate values on the model path.Through the empirical analysis,we get the following conclusions:(1)Compared with cherishing,the positive effect of yearning on consumers' perception of green responsibility is more significant.(2)Compared with pride,the positive impact of appreciation on consumers' perception of green responsibility is more significant.(3)Compared with pride,the positive impact of appreciation on consumers' green purchase intention is more significant.(4)In the face of positive green emotions,consumers' perception of green responsibility can significantly positively affect their green purchase intention,and can significantly mediate positive green emotions and green purchase intention.(5)Positive green emotions have better effects on consumers with high emotional arousal and high golden mean.(6)Emotional arousal and the golden mean have no significant moderating effects on the three paths of positive green emotion-perceived green effect/perceived green responsibility/green purchase behavior.Based on the above conclusions,we make the following recommendations:(1)Strengthen the positive green emotion guidance for consumers.(2)Rational use of positive emotions to identify consumers' emotional needs.(3)Pay attention to the positive role of yearning.(4)Pay attention to the positive role of appreciation.(5)Pay attention to the role of consumers' perceiving green responsibility.Generally speaking,this study has made some progress in the research of positive emotion and purchase behavior.From these conclusions,the relevant laws revealed will provide some valuable guidance for the green management practice of Chinese enterprises.