Consumer Mood, Anxiety, and Cognition in Green Purchasing Decisions During Extreme Weather Conditions

This study adopts the theory of planned behavior to investigate consumers’ purchasing decisions under extreme weather conditions. Specifically, this paper examines how extreme global weather events motivate consumers to consider purchasing green products and prioritize environmental sustainability in their consumption choices. It further explores whether consumers’ adoption of green products enhances their satisfaction under abnormal global climate conditions, as well as how consumer satisfaction subsequently improves individuals’ mood, anxiety, and cognitive states. Structural equation modeling was employed to test the hypothesized model using data collected from 352 valid respondents in China. As the global community strives to achieve net-zero CO2 emissions by 2050, numerous firms and manufacturers have incorporated green product concepts to advance sustainable operations. The empirical results reveal that anxiety and cognition are positively related to green purchasing decisions, which in turn exert a positive influence on consumer satisfaction. Based on these findings, this study proposes actionable strategies to promote green consumption behavior by accounting for relevant psychological factors.