Effect of consumption values on customers’ green purchase intention: a mediating role of green trust

Sanjida Amin · Md Touhiduzzaman Tarun

261 citations0/0 files storedSocial Responsibility Journal

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Environmental Sustainability in Business Sustainable Supply Chain Management Environmental Education and Sustainability

Abstract

Purpose The purpose of this paper is to explore the effect of consumption values (such as functional value, emotional value and social value) on purchase intention of customers’ regarding green products and to examine the influence of green trust as a mediator. Design/methodology/approach Cross-sectional research design was considered where self-administered questionnaire was employed to collect data from the respondents. Both statistical package for social science (SPSS) and partial least square (PLS) method, a second-generation technique of structural equation modeling (SEM), were used as statistical tools for analyzing the model and for estimating the parameters. Findings Emotional value has paramount influence on green purchase intention whereas the other two dimensions of consumption values have insignificant impact on customers’ green purchase intention. Moreover, green trust has the most significant effect on customers’ green purchase intention and green trust showed significant mediating effect between three dimensions of consumption values and green purchase intention. Practical implications The findings of the current study may assist the organizations and business owners with the understanding of green consumption and business strategies designed to address the environmental issues. Marketers should emphasize on products functional benefits as well as products social and, most importantly, on emotional benefits to enhance customers’ environment-friendly behavior. Originality/value To the best of the authors’ knowledge, the study is the first to measure the impact of consumption values on green buying intention with the role of green trust as a mediator in Bangladesh. The outcome demonstrates how several variables interact with each other to influence green purchase intention.

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References

1991The theory of planned behavior 2014Partial least squares structural equation modeling (PLS-SEM)2016Using PLS path modeling in new technology research: updated guidelines 2001Consumer perceived value: The development of a multiple item scale 2013Partial Least Squares Structural Equation Modeling: Rigorous Applications, Better Results and Higher Acceptance 1991Why we buy what we buy: A theory of consumption values 2001Targeting consumers who are willing to pay more for environmentally friendly products 2009The use of partial least squares path modeling in international marketing

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