THE INFLUENCE OF GREEN INNOVATION ON MILLENNIALS' ONLINE GREEN PURCHASE BEHAVIOR IN CHINA: THE MEDIATING ROLES OF WILLINGNESS TO PAY AND POSITIVE EMOTION
Objectives: This study aimed to examine the impact of green innovation on millennials' online green purchase behavior and explain the mediating mechanisms of willingness to pay and positive emotion underlying this effect. The research objective is to assess the influence of green innovation on millennials’ green purchase behavior, and to explain the mediating role of willingness to pay and positive emotion between green innovation and online green purchase behavior. Participants: 341 millennials aged 28-40 with online green purchase experience in Guangdong Province, China participated in the study. Data was collected through an online survey questionnaire. Study Method: A cross-sectional quantitative study design was adopted. Participants completed a survey assessing green innovation, willingness to pay, positive emotion and online green purchase behavior. Data was analyzed using PLS-SEM to test the conceptual framework. Findings: Results showed green innovation positively predicted online green purchase behavior, willingness to pay and positive emotion. Additionally, willingness to pay and positive emotion positively affected online green purchase behavior. Further analyses confirmed the mediating roles of willingness to pay and positive emotion. Conclusions: The findings empirically validate green innovation's potential to motivate online green buying both directly and indirectly by triggering emotional affinity and willingness to pay premium for sustainable products. Practical and theoretical implications are discussed.
Green Innovation, Willingness to Pay, Positive Emotion, Online Green Purchase Behavior.