Investigating consumers' green purchase intention: Examining the role of economic value, emotional value and perceived marketplace influence

The consumption pattern of people can be an efficient way to deal with the deteriorating situation of nature, which has adversely impacted human health and wellbeing. The current study investigates consumers' green purchase intention by examining psychological factors such as economic value, emotional value, and perceived marketplace influence. A total of 387 responses was obtained and analyzed using structural equation modeling. Findings suggested that emotional value, perceived marketplace influence, subjective norm, and attitude are key predictors of consumers' green purchase intention. Incorporating psychological factors such as economic value, emotional value, and perceived marketplace influence in the TPB model increased the predictive power for intentions to adopt green products. This study explores the relationship between perceived marketplace influence and attitude towards purchasing green products by demonstrating that one's impression of influence over others' marketplace behaviour has a considerable impact on one's marketplace behaviour. When consumers believe their activities affect other market participants, they are more likely to act. PMI is a useful tool for marketers to comprehend and target customers who are expected to buy green products. An understanding of the relationship between perceived marketplace influence, economic value, emotional value, and green purchasing provides insights to practitioners in developing effective marketing strategies that may increase consumers' motivations to purchase green products.