This study proposes a model that predicts product desirability based on emotion felt during the pre-purchase stage while inspecting eco-labels. The model also considered the environmental attitude of the consumer. The theoretical bases of the proposed relationships are explained in the paper. The Green Emotion Model (GEM) relates environmental attributes such as organic, 100% natural, no harmful chemicals biodegradable and recyclable and its influence on consumers’ emotions and determines the connection between emotions and purchase decisions. This study will provide information on the importance of incorporating ecological attributes to design of consumer products. No studies have tried to link environmental attributes to emotions that can lead to strong buying intentions.

Keywords: Environmental attributes, Consumer eco products, Biodegradable, Organic, Recyclable.