The only reason that I can think of is because I expect the bond to appreciate in price thus offsetting the loss in yield. I could still end up with less money than I started with, if I hold the bond until maturity. Ultimately, the only scenario where I would want to buy a bond with a negative yield is because I anticipate deflation and even lower rates in the future. Is this correct, or is there another reason?
Currently, a lot of the global government bond market is trading on negative yield, and there are even some corporate bonds that are too.