The Influence of Environmental Friendliness on Green Trust: The Mediation Effects of Green Satisfaction and Green Perceived Quality

As global green trends became more prevalent, green marketing also developed into an important issue. Although prior literature explored the main factors affecting green trust, it was inconclusive as to how environmental friendliness could affect the green trust in green marketing. This study aims t...

Full description

Saved in:
Bibliographic Details
Published in:Sustainability 2015-08, Vol.7 (8), p.10135-10152
Main Authors: Chen, Yu-Shan, Lin, Ching-Ying, Weng, Chia-Sui
Format: Article
Language:English
Subjects:
Altruism
Behavior
Consumers
Customer services
Green marketing
Market strategy
Mediation
Perceptions
Sustainability
Willingness to pay
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:As global green trends became more prevalent, green marketing also developed into an important issue. Although prior literature explored the main factors affecting green trust, it was inconclusive as to how environmental friendliness could affect the green trust in green marketing. This study aims to focus on the positive influence of environmental friendliness on green trust, and explore the mediation effects of green satisfaction and green perceived quality. This study undertakes an empirical study by means of questionnaire survey. The respondents are consumers who have experience purchasing green products. This study applies structural equation modeling (SEM) to test the hypotheses. The findings of this study indicate that (1) environmental friendliness has a significant positive impact on green satisfaction, green perceived quality, and green trust; (2) both green satisfaction and green perceived quality positively affect green trust; and (3) green satisfaction and green perceived quality partially mediate the positive relationship between environmental friendliness and green trust.
ISSN:2071-1050
2071-1050
DOI:10.3390/su70810135