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.

中文翻译：

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绿色信任和绿色感知质量对绿色购买意愿的影响：适度研究

目前的研究探讨了绿色信任、绿色感知风险和绿色感知质量在改变绿色购买意愿中的作用。环保意识在这里扮演着调解人的角色。对来自巴基斯坦旁遮普省南部不同节能消费者的 306 名消费者的样本进行分析，揭示了有趣的发现。绿色信任、绿色感知风险和绿色感知质量对绿色购买意愿的预测显着。此外，环境意识显着调节了绿色购买意愿与其预测因素之间的关系。以前关于绿色购买意愿的研究主要集中在任何给定时间的简单模型上。然而，研究人员越来越多地声称，精心制作的演示可以更好地了解客户的绿色购买意愿。