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.

中文翻译：

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消费价值观对消费者绿色购买意愿的影响：绿色信任的中介作用

目的

本文旨在探讨消费价值（如功能价值、情感价值和社会价值）对顾客绿色产品购买意愿的影响，并考察绿色信任作为中介的影响。

设计/方法/方法

横断面研究设计被考虑使用自我管理的问卷来收集受访者的数据。社会科学统计软件包 (SPSS) 和偏最小二乘 (PLS) 方法（结构方程建模 (SEM) 的第二代技术）都被用作分析模型和估计参数的统计工具。

发现

情感价值对绿色购买意愿的影响最为显着，而消费价值的其他两个维度对消费者的绿色购买意愿影响不显着。此外，绿色信任对消费者绿色购买意愿的影响最为显着，绿色信任在消费价值观和绿色购买意愿三个维度之间呈现显着的中介作用。

实际影响

本研究的结果可能有助于组织和企业主了解旨在解决环境问题的绿色消费和商业策略。营销人员应强调产品的功能效益和产品的社会效益，最重要的是注重情感效益，以提高客户的环保行为。

原创性/价值

据作者所知，该研究是第一个衡量消费价值观对绿色购买意愿的影响的研究，绿色信任作为孟加拉国的中介。结果表明几个变量如何相互作用以影响绿色购买意愿。