Determinants of Green Purchase Intention: The Roles of Green Enjoyment, Green Intrinsic Motivation, and Green Brand Love

This study investigated the relationship among green enjoyment, green brand love, green intrinsic motivation, and green purchase intention. Data were collected from 26 August to 16 September 2022, through a questionnaire survey distributed online, and quantitative instruments were applied to analyze the data. A total of 302 randomly selected samples from consumers with experience of green consumption were analyzed. The data were analyzed using descriptive statistics and confirmatory factor analysis. The results revealed that the content, discriminant, and convergent validity and reliability of the model were satisfactory. Global model analysis of green intrinsic motivation revealed acceptable results. Moreover, structural equation modeling indicated a satisfactory model fit to the standard sample data. Finally, the study revealed that green intrinsic motivation positively influences green enjoyment, green brand love, and green purchase intention. Green enjoyment positively affects green brand love and green purchase intention. Furthermore, green enjoyment and green brand love mediate the positive relationship between green intrinsic motivation and green purchase intention.