How feeling loved inspires the purchase of green foods

Abstract

Love is fundamental to human nature, transcending race and nation, with descriptions rooted in diverse cultural backgrounds. Thanks to some past research, the concept of love has evolved from abstract to concrete, making it increasingly “measurable.” Emerging studies focus on applying love, but research on how feeling loved influences green food purchase intention is still nascent. On the foundation of the Broaden-and-Build Theory, a research framework was created. It delves into how the emotion of love affects consumers’ purchase intention for green food. It uncovers the roles of self-esteem and social crowding in this process. The findings reveal that individuals’ increased green food purchase intention when feeling loved is particularly pronounced in less crowded environments and is achieved by boosting their self-esteem. Additionally, the study provides a deeper understanding of the impact of feeling loved on food marketing practices.