The study intended to examine the effects of investor protection, emotional finance (including factors like anxiety, optimism, and happiness), fee (price value), perceived risk, and past performance (performance expectation) on actual use behavior through the mediating role of behavioral...

Research background: Growing global concerns about pollution and environmental degradation have heightened interest in eco-friendly, sustainable, and green consumption. As individuals become more environmentally conscious, they adopt "green" lifestyles as part of their responsibility toward...