"YOUNG, WILD AND GREEN?" ANALYZING THE INFLUENCE OF ENVIRONMENTAL AFFECT ON YOUNG CONSUMERS' INTENTION TO PURCHASE GREEN PRODUCTS

Objective: This study analyzes young consumers' purchase intention of green products based on the Theory of Planned Behavior (TPB). The study expands its scope with the antecedent of Environmental Affect (EA) and the mediating effects of Attitude, the Subjective Norm, and Perceived Behavioral Control. Method: We surveyed 575 respondents of ages between 18 and 24 years. We used the Structural Equation Modeling technique in the AMOS software to analyze the data. Originality/Relevance: Unlike the commonly adopted TPB models, this study proposes a new theoretical model in which EA precedes planned behavior and further suggests new mediations to explain young people's purchase intention of green products. Results: The results show that EA strongly predicts the purchase intentions of green products and that part of this relationship is explained by the cognitive variables of Attitude, Subjective Norm, and Perceived Behavioral Control. Theoretical Contributions: We present a new model for the analysis of purchase, based on the Affect-Cognition-Behavior approach, and highlight the role of EA as a factor capable of influencing the cognitive perceptions of young consumers regarding the purchase of green products. Social/Managerial Contributions: The results support managers and government officials, showing that the EA can be explored in communication strategies and the development of public policies. This is because the emotions and feelings aroused among young consumers can overcome extrinsic barriers (e.g., price and negative perceptions).