The present study examines the factors that influence the adoption of environmentally friendly products and environmentally conscious consumption by individuals. The conceptual framework incorporates environmental knowledge, perceived behavioral control, environmental concern, and perceived consumer efficacy in order to highlight the factors that contribute to environmental consciousness. Incorporating the theories of reasoned action and planned behavior, 479 participants completed structured questionnaires as part of this study. The study examined the mediating effects of hedonic and eudaimonic perspectives, in addition to the moderating effects of age and consumer attributes. Structural Equation Modeling Artificial Neural Networks (SEM ANN) were utilized for validation. Findings confirm the substantial influence of predictors from the Theory of Planned Behavior on hedonic motivation, amplifying cognitive rational processes and ultimately resulting in satisfaction and repeat product purchases. Individuals are driven by eudaimonic motivations to take part in sustainable actions, even if they have limited environmental knowledge. This reflects their deeper values of fulfillment and social responsibility. Generation Z and millennials have unique motivations that influence their decision to purchase green products. Regular buyers' hedonic motivations have a significant impact on their purchase intentions, whereas eudaimonic motivations consistently influence purchase decisions regardless of the type of buyer. The findings of the study offer significant insights for marketers of environmentally friendly products, enabling them to comprehend the aspects that impact pro-environmental considerations and successfully establish their green products as a brand.

中文翻译：

---

考察环保消费行为与享乐和幸福动机之间的关系


本研究探讨了影响个人采用环保产品和环保消费的因素。该概念框架融合了环境知识、感知行为控制、环境关注和感知消费者功效，以突出有助于环境意识的因素。作为本研究的一部分，479 名参与者结合了理性行动和计划行为的理论，完成了结构化调查问卷。除了年龄和消费者属性的调节作用之外，该研究还考察了享乐和幸福观点的中介作用。利用结构方程建模人工神经网络 (SEM ANN) 进行验证。研究结果证实了计划行为理论的预测因素对享乐动机的重大影响，放大了认知理性过程，并最终导致满意度和重复购买产品。个人受到美好动机的驱使，参与可持续行动，即使他们的环境知识有限。这反映了他们更深层次的成就感和社会责任价值观。 Z 一代和千禧一代有独特的动机影响他们购买绿色产品的决定。普通买家的享乐动机对其购买意图有重大影响，而幸福动机则始终影响购买决策，无论买家类型如何。该研究的结果为环保产品的营销人员提供了重要的见解，使他们能够理解影响环保因素的各个方面，并成功地将其绿色产品打造为品牌。