Impact of green trust and green perceived quality on green purchase intentions: a moderation study

The current study explores the role of green trust, green perceived risk and green perceived quality in changing green purchase intention. Environmental awareness plays the role of a moderator here. Analyses of the sample of 306 consumers, taken from different consumers of energy savers in southern...

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Bibliographic Details
Published in:Environment, development and sustainability development and sustainability, 2021-09, Vol.23 (9), p.13418-13435
Main Authors: Wasaya, Allah, Saleem, Muhammad Abid, Ahmad, Jamil, Nazam, Muhammad, Khan, M. Mohsin Ali, Ishfaq, Mohammad
Format: Article
Language:English
Subjects:
Competitive advantage
Consumers
Customer services
Customers
Earth and Environmental Science
Ecology
Economic Geology
Economic Growth
Environment
Environmental awareness
Environmental Economics
Environmental Management
Green marketing
Green procurement
Market strategy
Moderation
Perceptions
Risk perception
Sustainable Development
Trust
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Summary:The current study explores the role of green trust, green perceived risk and green perceived quality in changing green purchase intention. Environmental awareness plays the role of a moderator here. Analyses of the sample of 306 consumers, taken from different consumers of energy savers in southern Punjab, Pakistan, revealed interesting findings. Green trust, green perceived risk and green perceived quality were found significant in predicting green purchase intention. Further, environmental awareness significantly moderated the relationships between green purchase intentions and its predictors. Previous studies on green purchase intentions have predominantly fixated on simple models at any given time. However, researchers increasingly claim that an elaborate demonstration may provide a better understanding of customers’ green purchase intention.
ISSN:1387-585X
1573-2975
DOI:10.1007/s10668-020-01219-6