Sustainable consumption: research on examining the influence of the psychological process of consumer green purchase intention by using a theoretical model of consumer affective events

Affective events theory has been widely used in the organizational behavior field but rarely used in the green marketing field. This study suggested that consumer purchase behavior is a process of psychological decision-making and presents a green consumer affective events model based on affective events theory. It employed questionnaire survey and collected data from 343 valid questionnaires in Taiwanese and structural equation modelling to apply to verify the hypotheses. The results showed that excessive product packaging and corporate greenwash behavior are valuable concepts in green management and operation of enterprises which customers regarded them as potentially affective event and reduce their green purchase intention. By addressing the behavior mechanism, this study presents a novel perspective on green purchase intention.

Automated summary

This study proposes a green consumer affective events model based on affective events theory and validates the hypotheses through data analysis. The results indicate that excessive product packaging and corporate greenwash behavior have an impact on consumers' green purchase intention.