Paper Title
THE IMPACT OF LONELINESS, SOCIAL IDENTITY, CONSUMPTION RITUAL ON GREEN PRODUCT PURCHASE INTENTION

Abstract
This study explores the impact of loneliness on green product purchase intention, analyzing the mediating role of social identity and the moderating effects of consumption rituals and product type. Based on social identity theory, it is hypothesized that loneliness positively affects green product purchase intention, with social identity acting as a mediator. Consumption rituals and product type (hedonic vs. utilitarian) are expected to moderate the relationship between loneliness and green product purchase intention. Two experiments were conducted. Study 1 used a single-factor design (high vs. low loneliness) and found that loneliness positively influences green product purchase intention, with social identity partially mediating this effect. Study 2, split into parts 2A and 2B, used a 2x2x2 design (loneliness, ritual, product type). Study 2A showed that rituals moderated the relationship between loneliness and social identity, particularly for hedonic products. Study 2B did not find significant moderating effects of rituals and product type, possibly due to sample size or methodology differences. Findings confirm the positive effect of loneliness on green product purchase intention and the mediating role of social identity. These insights suggest that emphasizing social identity and ritualistic aspects can enhance purchase intentions for consumers with high loneliness. Keywords - Loneliness, Social Identity, Consumption Ritual, Product Type, Green Product Purchase Intention, Hedonic Products, Utilitarian Products