The effects of green product trust and perception on green purchase intention in China
by Pinghao Ye; Liqiong Liu; Linxia Gao; Quanjun Mei
International Journal of Innovative Computing and Applications (IJICA), Vol. 12, No. 5/6, 2021

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.

Online publication date: Wed, 01-Dec-2021

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Innovative Computing and Applications (IJICA):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email