9 Conclusion
The purpose of this study was to explore the viral marketing emotions to increase the green purchase intention. The study discovered that the viral marketing based on joy and surprise has a significant positive effect on the social value of the green product consumption. Also, the effect of the social value of the green product consumption on the green purchase intention was confirmed. According to our findings, four variables show joy and another four variables show surprise viral marketing that can increase the social value of the green product consumption. The study also shows that four viral marketing emotions (sadness, disgust, fear, and anger) have no significant effect on the social value of the green product consumption and then green purchase intention.
