Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust

Yu Shan Chen*, Ching Hsun Chang

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

409 Citations (Scopus)

Abstract

Purpose: The purpose of this study is to develop an original framework to explore the influences of green perceived value and green perceived risk on green purchase intentions and to discuss the mediation role of green trust. Design/methodology/approach: This study applies four original concepts - green perceived value, green perceived risk, green trust, and green purchase intentions - to develop an integral model to enhance green purchase intentions. In addition, this research employs an empirical study by means of the questionnaire survey method to verify the hypotheses and to explore its managerial implications. Structural equation modeling (SEM) is applied to verify the research framework. Findings: The empirical results show that green perceived value would positively affect green trust and green purchase intentions, while green perceived risk would negatively influence both of them. Furthermore, this study demonstrates that the relationships between green purchase intentions and their two antecedents - green perceived value and green perceived risk - are partially mediated by green trust. Hence, investing resources to increase green perceived value and to decrease green perceived risk is helpful to enhance green trust and green purchase intentions. Originality/value: This study summarizes the literature on green marketing and relationship marketing into a new managerial framework of green purchase intentions. It utilizes four novel constructs - green perceived value, green perceived risk, green trust, and green purchase intentions - to develop an original research framework to enhance green purchase intentions. Although past research has highlighted the relevant issues about purchase intentions, none explores it about green management. Therefore, this paper develops the research framework of green purchase intentions to fill the research gap.

Original languageEnglish
Pages (from-to)502-520
Number of pages19
JournalManagement Decision
Volume50
Issue number3
DOIs
Publication statusPublished - 2012 Mar
Externally publishedYes

Keywords

  • Green marketing
  • Green perceived risk
  • Green perceived value
  • Green purchase intention
  • Green trust
  • Perception

ASJC Scopus subject areas

  • Business, Management and Accounting(all)
  • Management Science and Operations Research

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