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

Author

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  • Sanjida Amin
  • Md Touhiduzzaman Tarun

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.

Suggested Citation

  • Sanjida Amin & Md Touhiduzzaman Tarun, 2020. "Effect of consumption values on customers’ green purchase intention: a mediating role of green trust," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 17(8), pages 1320-1336, December.
  • Handle: RePEc:eme:srjpps:srj-05-2020-0191
    DOI: 10.1108/SRJ-05-2020-0191
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    Citations

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    Cited by:

    1. Naman Sreen & Swetarupa Chatterjee & Seema Bhardwaj & Asmita Chitnis, 2023. "Reasons and intuitions: extending behavioural reasoning theory to determine green purchase behavior," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 447-475, June.
    2. Chang-Ho Yang & Mei-Chen Chuang & Der-Fa Chen, 2024. "Role of Higher Education Students’ Environmental Awareness and Environmental Concern in the Purchase Intention of Circular Economy Products," Sustainability, MDPI, vol. 16(5), pages 1-15, February.
    3. Vibhava Srivastava & Amit Kumar Gupta, 2023. "Price sensitivity, government green interventions, and green product availability triggers intention toward buying green products," Business Strategy and the Environment, Wiley Blackwell, vol. 32(1), pages 802-819, January.
    4. Peggy M. L. Ng & Cherry T. Y. Cheung & Kam Kong Lit & Calvin Wan & Ellesmere T. K. Choy, 2024. "Green consumption and sustainable development: The effects of perceived values and motivation types on green purchase intention," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 1024-1039, February.

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