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Impact of green trust and green perceived quality on green purchase intentions: a moderation study

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Abstract

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.

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Abbreviations

EA:

Environmental Awareness

GT:

Green Trust

GPQ:

Green Perceived Quality

GPR:

Green Perceived Risk

GPI:

Green Purchase Intentions

EFA:

Exploratory Factor Analysis

KMO:

Kaiser–Meyer–Olkin

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Authors and Affiliations

  1. Department of Management Sciences, COMSTAS University Islamabad, Vehari Campus, Vehari, Pakistan

    Allah Wasaya, Jamil Ahmad & Mohammad Ishfaq

  2. Griffith Business School, Department of Tourism, Sport and Hotel Management, Nathan Campus, Griffith University, 170 Kessels Rd, Nathan, Brisbane, QLD, 4111, Australia

    Allah Wasaya

  3. Asia Pacific College of Business and Law, Charles Darwin University, Casuarina, Australia

    Muhammad Abid Saleem

  4. Institute of Business Management Sciences, University of Agriculture, Faisalabad, Pakistan

    Muhammad Nazam

  5. Department of Management Sciences, NUML Multan Campus, Multan, Pakistan

    M. Mohsin Ali Khan

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  1. Allah Wasaya
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  2. Muhammad Abid Saleem
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  3. Jamil Ahmad
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Wasaya, A., Saleem, M.A., Ahmad, J. et al. Impact of green trust and green perceived quality on green purchase intentions: a moderation study. Environ Dev Sustain 23, 13418–13435 (2021). https://doi.org/10.1007/s10668-020-01219-6

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