Positive Emotions on Green Purchase Behaviour - An Analysis of College Students in Kerala

International Journal of Economics and Management Studies

© 2024 by SSRG - IJEMS Journal

Volume 11 Issue 9

Year of Publication : 2024

Authors : Bharathan Syam, Thahasin NP, Deepa KA, K. Salini

10.14445/23939125/IJEMS-V11I9P101

How to Cite?

Bharathan Syam, Thahasin NP, Deepa KA, K. Salini, "Positive Emotions on Green Purchase Behaviour - An Analysis of College Students in Kerala," SSRG International Journal of Economics and Management Studies, vol. 11,  no. 9, pp. 1-9, 2024. Crossref, https://doi.org/10.14445/23939125/IJEMS-V11I9P101

Abstract:

The development of green products and sustainable growth will be positively impacted by the identification and assessment of positive emotions that influence college students' green purchasing behaviour. The purpose of the study is to examine the effect of positive emotions on consumers' decisions to purchase green products. The study sample consists of college students in Kerala, selected by the random sampling method. Data were collected through questionnaires, and Jamovi and Amos analyzed these. The study's conclusions show that positive emotions have a greater influence on green purchase behaviour, and the effect of gender on these behaviours is not statistically significant.

Keywords:

Awe, Contentment, Emotions, Green purchase behaviour, Interest, Joy, Love, Pride, Satisfaction.

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