The effect of consumer optimism and pessimism on purchasing behavior, examining the role of environmental knowledge and inclination and financial incentives (case study: consumers of green food products)

Articles in Press

Document Type : Research Paper

Authors

1 Master of Business Administration - International Business, Department of Management, Attar Institute of Higher Education, Mashhad, Iran

2 Faculty member of Attar Institute of Higher Education, Mashhad, Iran

10.22034/cbsj.2025.138434.2469

Abstract

The present study was conducted with the aim of analyzing the effect of consumer optimism and pessimism on purchasing behavior with the mediating role of environmental orientation and the moderating role of environmental knowledge and financial incentives among consumers of green food products.The current research is applied in terms of purpose and descriptive-survey in terms of data collection.The statistical population of this research is all customers of green food products in the city of Mashhad.The sample size was determined based on Morgan's table and using a non-random method available to 384 people.The tool of data collection in this research is the standard questionnaire of Sadiq et al (2021), which was used to verify the reliability of the questionnaire from Cronbach's alpha and for the validity of the construct with factor analysis and divergent validity, the obtained values indicate the verification of reliability and validity.The raw data obtained from the statistical sample has been analyzed using statistical techniques of structural equations and SPSS and PLS software.The results indicate that the variable of consumer optimism has a positive and significant effect on the two variables of environmental orientation and green food purchasing behavior.But the variable of consumer pessimism has a negative and significant effect on two variables of environmental orientation and green food purchasing behavior.Environmental orientation mediates the relationship between consumer optimism and green food purchasing behavior and mediates between consumer pessimism and green food purchasing behavior.Finally, the modifying role of environmental knowledge was confirmed.

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Consumer Behavior Studies Journal

Articles in Press, Accepted Manuscript
Available Online from 26 January 2026

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