What question did this study set out to answer?

To analyze how green perceived value influences green trust and green satisfaction, and to determine how these variables, alongside green word of mouth, affect green purchase intentions.

August 25, 2022SustainabilityOpen Access

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

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Authors

JRJose Antonio Román-AugustoPeruvian University of Applied Sciences CGCamila Garrido-Lecca-VeraPeruvian University of Applied Sciences MLManuel Luis Lodeiros-ZubiriaPeruvian University of Applied Sciences

Discussion

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Implication

Survey study demonstrates green satisfaction and trust directly drive green purchase intentions among eco-friendly product buyers, highlighting the foundational role of green perceived value.

Key Points

To analyze how green perceived value influences green trust and green satisfaction, and to determine how these variables, alongside green word of mouth, affect green purchase intentions.
Administered a digital survey to active buyers of green products.
Evaluated structural relationships and tested hypotheses using partial least squares structural equation modeling (PLS-SEM) in Smart-PLS software.
Green perceived value positively affects green trust and green satisfaction, while green satisfaction also positively impacts green trust.
Green satisfaction and green trust significantly promote green word of mouth (WOM) and directly drive green purchase intention.
Green WOM does not exhibit a significant direct relationship with green purchase intention.

Cite This Study

Román-Augusto et al. (2022) studied this question.

synapsesocial.com/papers/6a172db85498a92aabbde0db https://doi.org/10.3390/su141710580

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Implication

Survey study demonstrates green satisfaction and trust directly drive green purchase intentions among eco-friendly product buyers, highlighting the foundational role of green perceived value.

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

Discussion

Member takes

Implication

Key Points

Cite This Study

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

Discussion

Member takes

Implication

Key Points

Cite This Study

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Also Consider