The Role of Emotional Connection in Green Consumer Decision-Making

Abstract

This study explores the role of emotional connection in green consumer decision-making, investigating how emotional bonds between consumers and eco-friendly brands influence purchasing behaviours. Using a comprehensive framework with 7 demographic variables and 25 parameters measured on a 5-point Likert scale, this research aims to provide insights into the emotional drivers of green consumerism. The study's objectives are to investigate the relationship between emotional connection and green consumer decision-making, identify key emotional drivers, examine the influence of demographic variables, and develop a predictive model for green consumer behaviour. By employing statistical tools such as correlation analysis, regression analysis, factor analysis, and structural equation modelling, this research seeks to contribute to the understanding of emotional connections in green consumer decision-making and provide actionable insights for marketers and policymakers to promote sustainable consumption.