Interaction effect of emotion and social influence on consumers’ purchase intentions of single-use plastic products

Human health and marine life are facing the hazards and threats of plastic waste. This focus on plastic waste has led the Chinese to pay more attention to the threats and challenges of single-use plastics products. This study aims to explore the interaction between subjective norms and positive anticipated emotions to explain the intention to purchase single-use plastic products based on the theory of planned behavior. Data collection using self-reported questionnaires and analyzed using Amos 22.0 software. Through the questionnaire survey, 402 valid questionnaires were obtained. Results indicate that attitude, perceived behavioral control, normative social influence, informational social influence and positive anticipated emotion positively affects intention to purchase single-use plastic products. Meanwhile, positive anticipated emotion positively moderates the relationship between normative social influence and intention to purchase single-use plastic products, but negatively moderates the relationship between informational social influence and intention to purchase single-use plastic products. The conclusion has a more specific guiding role for decision-makers, manufacturers, and consumers.