IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i17p10580-d897150.html
   My bibliography  Save this article

Green Marketing: Drivers in the Process of Buying Green Products—The Role of Green Satisfaction, Green Trust, Green WOM and Green Perceived Value

Author

Listed:
  • Jose Antonio Román-Augusto

    (Communications Faculty, Universidad Peruana de Ciencias Aplicadas (UPC), Lima 15023, Peru)

  • Camila Garrido-Lecca-Vera

    (Communications Faculty, Universidad Peruana de Ciencias Aplicadas (UPC), Lima 15023, Peru)

  • Manuel Luis Lodeiros-Zubiria

    (Communications Faculty, Universidad Peruana de Ciencias Aplicadas (UPC), Lima 15023, Peru)

  • Martin Mauricio-Andia

    (Communications Faculty, Universidad Peruana de Ciencias Aplicadas (UPC), Lima 15023, Peru)

Abstract

Green marketing is currently one of the most powerful strategies in the corporate world as it responds to a growing demand for green products. Therefore, this study aims to analyse the influence of green perceived value on green trust and green satisfaction, study how both variables impact green word of mouth in turn and, at the same time, how the three variables influence green purchase intention. Data collection was carried out through a digital survey of buyers of green products. The hypotheses posed were solved with a PLS-SEM model through the Smart-PLS software. The results showed that green perceived value positively affects green trust and green satisfaction. Furthermore, green satisfaction was found to influence green trust and green WOM. Green trust also influences green WOM. Regarding the antecedents of green purchase intention, only green satisfaction and green trust showed a positive relationship. In contrast, green WOM did not show a relationship with green purchase intention. The article shows the importance of green satisfaction for green companies in achieving green purchase intention, green WOM and green trust. Green perceived value is also an important variable, as it is the trigger for the process that leads to green purchase intention.

Suggested Citation

  • Jose Antonio Román-Augusto & Camila Garrido-Lecca-Vera & Manuel Luis Lodeiros-Zubiria & Martin Mauricio-Andia, 2022. "Green Marketing: Drivers in the Process of Buying Green Products—The Role of Green Satisfaction, Green Trust, Green WOM and Green Perceived Value," Sustainability, MDPI, vol. 14(17), pages 1-17, August.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:17:p:10580-:d:897150
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/17/10580/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/17/10580/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Hui-Ju Wang, 2022. "Antecedents of behavioral intentions for green city tourists," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(1), pages 377-398, January.
    2. Gefen, David & Straub, Detmar W., 2004. "Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services," Omega, Elsevier, vol. 32(6), pages 407-424, December.
    3. Mathew Thomas Gil & Jayanth Jacob, 2018. "The relationship between green perceived quality and green purchase intention: a three-path mediation approach using green satisfaction and green trust," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 15(3), pages 301-319.
    4. João Guerreiro & Mariana Pacheco, 2021. "How Green Trust, Consumer Brand Engagement and Green Word-of-Mouth Mediate Purchasing Intentions," Sustainability, MDPI, vol. 13(14), pages 1-13, July.
    5. Yu‐Shan Chen, 2013. "Towards green loyalty: driving from green perceived value, green satisfaction, and green trust," Sustainable Development, John Wiley & Sons, Ltd., vol. 21(5), pages 294-308, September.
    6. Elena-Simina Lakatos & Ligia-Maria Nan & Laura Bacali & George Ciobanu & Andreea-Maria Ciobanu & Lucian-Ionel Cioca, 2021. "Consumer Satisfaction towards Green Products: Empirical Insights from Romania," Sustainability, MDPI, vol. 13(19), pages 1-15, October.
    7. Ghazi Zouari & Marwa Abdelhedi, 2021. "Customer satisfaction in the digital era: evidence from Islamic banking," Journal of Innovation and Entrepreneurship, Springer, vol. 10(1), pages 1-18, December.
    8. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    9. Sarstedt, Marko & Hair, Joseph F. & Cheah, Jun-Hwa & Becker, Jan-Michael & Ringle, Christian M., 2019. "How to specify, estimate, and validate higher-order constructs in PLS-SEM," Australasian marketing journal, Elsevier, vol. 27(3), pages 197-211.
    10. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
    11. Farzana Riva & Solon Magrizos & Mohammad Rabiul Basher Rubel & Ioannis Rizomyliotis, 2022. "Green consumerism, green perceived value, and restaurant revisit intention: Millennials' sustainable consumption with moderating effect of green perceived quality," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 2807-2819, November.
    12. Cees J. Gelderman & Jos Schijns & Wim Lambrechts & Simon Vijgen, 2021. "Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business‐to‐business context," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 2061-2076, May.
    13. Wu, Jih-Hwa & Wu, Chih-Wen & Lee, Chin-Tarn & Lee, Hsiao-Jung, 2015. "Green purchase intentions: An exploratory study of the Taiwanese electric motorcycle market," Journal of Business Research, Elsevier, vol. 68(4), pages 829-833.
    14. Han, Heesup & Hyun, Sunghyup Sean, 2015. "Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness," Tourism Management, Elsevier, vol. 46(C), pages 20-29.
    15. Yu-Shan Chen & Chang-Liang Lin & Ching-Hsun Chang, 2014. "The influence of greenwash on green word-of-mouth (green WOM): the mediation effects of green perceived quality and green satisfaction," Quality & Quantity: International Journal of Methodology, Springer, vol. 48(5), pages 2411-2425, September.
    16. Macario Rodríguez-Entrena & Florian Schuberth & Carsten Gelhard, 2018. "Assessing statistical differences between parameters estimates in Partial Least Squares path modeling," Quality & Quantity: International Journal of Methodology, Springer, vol. 52(1), pages 57-69, January.
    17. Xiaoyun Zhang & Feng Dong, 2020. "Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review," IJERPH, MDPI, vol. 17(18), pages 1-25, September.
    18. Kumar, Bipul & Manrai, Ajay K. & Manrai, Lalita A., 2017. "Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 1-9.
    19. Yu-Shan Chen, 2010. "The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust," Journal of Business Ethics, Springer, vol. 93(2), pages 307-319, May.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Li Liu & Hailang Cui & Yuankun Nie, 2023. "Cite Space-Based Bibliometric Analysis of Green Marketing," Sustainability, MDPI, vol. 15(12), pages 1-13, June.
    2. Jose Antonio Román-Augusto & Camila Garrido-Lecca-Vera & Manuel Luis Lodeiros-Zubiria & Martin Mauricio-Andia, 2023. "How to Reach Green Word of Mouth through Green Trust, Green Perceived Value and Green Satisfaction," Data, MDPI, vol. 8(2), pages 1-8, January.
    3. Hazem Ahmed Khairy & Yehia Elzek & Nadir Aliane & Mohamed Fathy Agina, 2023. "Perceived Environmental Corporate Social Responsibility Effect on Green Perceived Value and Green Attitude in Hospitality and Tourism Industry: The Mediating Role of Environmental Well-Being," Sustainability, MDPI, vol. 15(6), pages 1-17, March.
    4. Hiroko Oe & Yasuyuki Yamaoka & Hiroko Ochiai, 2023. "Personal and Emotional Values Embedded in Thai-Consumers’ Perceptions: Key Factors for the Sustainability of Traditional Confectionery Businesses," Sustainability, MDPI, vol. 15(2), pages 1-18, January.
    5. Bao Ngoc Le & Nguyet Nguyen, 2024. "The Impact of Perceived Value on Consumers’ Positive Word-of-mouth Intention Toward Energy-efficient Appliances," International Journal of Energy Economics and Policy, Econjournals, vol. 14(2), pages 383-393, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Magdy El-Sayed Hashish & Ahmed Hassan Abdou & Shaimaa Abo Khangar Mohamed & Ahmed Saleh Abo Elenain & Wagih Salama, 2022. "The Nexus between Green Perceived Quality, Green Satisfaction, Green Trust, and Customers’ Green Behavioral Intentions in Eco-Friendly Hotels: A Structural Equation Modeling Approach," IJERPH, MDPI, vol. 19(23), pages 1-21, December.
    2. Kara, Karahan & Yalçın, Galip Cihan & Akagün Ergin, Elif & Simic, Vladimir & Pamucar, Dragan, 2024. "A neutrosophic WENSLO-ARLON model for measuring sustainable brand equity performance," Socio-Economic Planning Sciences, Elsevier, vol. 94(C).
    3. Pankaj Tiwari, 2023. "Influence of the Green Brand Image on the Green Word of Mouth of Millennials: a Mediation Study on Banks," Public Organization Review, Springer, vol. 23(1), pages 59-78, March.
    4. Taneja, Shilpa & Ali, Liaqat, 2021. "Determinants of customers’ intentions towards environmentally sustainable banking: Testing the structural model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    5. Jose Antonio Román-Augusto & Camila Garrido-Lecca-Vera & Manuel Luis Lodeiros-Zubiria & Martin Mauricio-Andia, 2023. "How to Reach Green Word of Mouth through Green Trust, Green Perceived Value and Green Satisfaction," Data, MDPI, vol. 8(2), pages 1-8, January.
    6. Roh, Taewoo & Seok, Junhee & Kim, Yaeri, 2022. "Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    7. Elizabeth Emperatriz García-Salirrosas & Rafael Fernando Rondon-Eusebio, 2022. "Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior," Sustainability, MDPI, vol. 14(14), pages 1-19, July.
    8. Ahmed Hassan Abdou & Thowayeb H. Hassan & Amany E. Salem & Azzam Ibrahem Albakhit & Muhanna Yousef Almakhayitah & Wagih Salama, 2022. "The Nexus between Environmentally Sustainable Practices, Green Satisfaction, and Customer Citizenship Behavior in Eco-Friendly Hotels: Social Exchange Theory Perspective," Sustainability, MDPI, vol. 14(19), pages 1-20, October.
    9. Xiaoxu Dong & Huawei Zhao & Tiancai Li, 2022. "The Role of Live-Streaming E-Commerce on Consumers’ Purchasing Intention regarding Green Agricultural Products," Sustainability, MDPI, vol. 14(7), pages 1-13, April.
    10. Mäntymäki, Matti & Salo, Jari, 2013. "Purchasing behavior in social virtual worlds: An examination of Habbo Hotel," International Journal of Information Management, Elsevier, vol. 33(2), pages 282-290.
    11. Chien-Chi Lin & Chih-Ming Dong, 2023. "Exploring Consumers’ Purchase Intention on Energy-Efficient Home Appliances: Integrating the Theory of Planned Behavior, Perceived Value Theory, and Environmental Awareness," Energies, MDPI, vol. 16(6), pages 1-16, March.
    12. Dangelico, Rosa Maria & Alvino, Letizia & Fraccascia, Luca, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    13. Prasad Siba Borah & Courage Simon Kofi Dogbe & Nyankomo Marwa, 2024. "Generation Z's green purchase behavior: Do green consumer knowledge, consumer social responsibility, green advertising, and green consumer trust matter for sustainable development?," Business Strategy and the Environment, Wiley Blackwell, vol. 33(5), pages 4530-4546, July.
    14. Yu-Shan Chen & Ching-Ying Lin & Chia-Sui Weng, 2015. "The Influence of Environmental Friendliness on Green Trust: The Mediation Effects of Green Satisfaction and Green Perceived Quality," Sustainability, MDPI, vol. 7(8), pages 1-18, July.
    15. Mark Anthony Camilleri & Livio Cricelli & Roberto Mauriello & Serena Strazzullo, 2023. "Consumer Perceptions of Sustainable Products: A Systematic Literature Review," Sustainability, MDPI, vol. 15(11), pages 1-18, June.
    16. Francesco Testa & Gaia Pretner & Roberta Iovino & Guia Bianchi & Sara Tessitore & Fabio Iraldo, 2021. "Drivers to green consumption: a systematic review," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(4), pages 4826-4880, April.
    17. Minh-Tri Ha, 2021. "Optimizing Green Brand Equity: The Integrated Branding and Behavioral Perspectives," SAGE Open, , vol. 11(3), pages 21582440211, July.
    18. Akkhaporn Kokkhangplu & Wanida Onlamai & Tananat Chokpreedapanich & Kraisak Phikul, 2023. "What Predicts Behavioral Intention in Eco-Friendly Hotels? The Roles of Tourist’s Perceived Value and Satisfaction: A Case Study of Thailand," Sustainability, MDPI, vol. 15(4), pages 1-21, February.
    19. Alvino, Letizia & Dangelico, Rosa Maria, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Other publications TiSEM ed6b6a75-2a9f-4b6e-8076-9, Tilburg University, School of Economics and Management.
    20. Erifili Papista & Athanasios Krystallis, 2013. "Investigating the Types of Value and Cost of Green Brands: Proposition of a Conceptual Framework," Journal of Business Ethics, Springer, vol. 115(1), pages 75-92, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:17:p:10580-:d:897150. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.