Title: The effects of green product trust and perception on green purchase intention in China

Authors: Pinghao Ye; Liqiong Liu; Linxia Gao; Quanjun Mei

Addresses: School of Information Engineering, Wuhan Business University, Hubei, Wuhan, 430056, China ' School of Information Engineering, Wuhan Business University, Hubei, Wuhan, 430056, China ' School of Information Engineering, Wuhan Business University, Hubei, Wuhan, 430056, China ' School of Information Engineering, Wuhan Business University, Hubei, Wuhan, 430056, China

Abstract: According to the theory of planned behaviour (TPB), we created a model of factors affecting customer green purchase intention, with such factors including green product experience, green purchase behaviour, subject social norms, perceived environmental protection value, green product trust, and green product perception. Then, a questionnaire was developed based on the model. 307 respondents were involved and the feedback was analysed, using a structural equation model, to verify the data reliability and validity. Results show that green product trust and green product perception exerted significant positive effects on green purchase intention; green product experience had significant positive effects on green product trust; and subjective norms and perceived environmental protection value positively affected green product perception. These findings provide valuable information for studying factors affecting the green purchase intention of customers.

Keywords: green product trust; green product perception; green purchase intention; perceived environmental protection value.

DOI: 10.1504/IJICA.2021.10043060

International Journal of Innovative Computing and Applications, 2021 Vol.12 No.5/6, pp.263 - 272

Received: 02 Jan 2020
Accepted: 24 Feb 2020

Published online: 26 Nov 2021 *

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