Cute Design and Green Consumption Behaviour: Exploring the Mediating Role and Mechanisms of Emotional Responses

With the increasing trend in environmental protection awareness, consumers are likely to shift their purchasing towards green products. The traditional green marketing has focused on functionality and environmental benefits, with little emphasis on emotionally motivated design impact in consumer decision-making. Based on the Emotional Response Theory and the Affective Design Theory, through reviewing the literature and theoretically discussing how cute design can stimulate the emotional response of consumers and improve the market appeal of green products, this paper analyzes the following. The results indicated that cute design can stimulate positive emotions such as pleasure and caring more effectively, which in turn can promote consumers' environmental purchase intention. This result provides new perspectives on green marketing and emotional design strategies.