Abstract: Our country′s green consumption market is lack of driving force for development. How to effectively stimulate consumers′ green purchase behavior is an important factor to promote green consumption and achieve sustainable development. From the perspective of interaction between cognitive factors and emotional factors, this paper regards environmental involvement, green purchase attitude, self-efficacy of environmental protection as cognitive factors, positive and negative emotions as emotional factors, and explores the influence of the interaction of the above factors on green purchase intention. The results show that consumers′ environmental involvement can affect their green purchase intention. Green purchase attitude and self-efficacy of environmental protection play a mediating role between environmental involvement and green purchase intention. At the same time, emotions play a moderating role in the mechanism of environmental involvement influencing green purchase intention: the influence of green purchase attitude on green purchase intention is not significant and environmental involvement can only affect green purchase intention through the mediating role of self-efficacy of environmental protection under positive emotions; the influence of self-efficacy of environmental protection on green purchase intention is not significant and environmental involvement can only affect green purchase intention through the mediating role of green purchase attitude under negative emotions.

Key words: environmental involvement, green purchase attitude, self-efficacy of environmental protection, green purchase intention