The Roles Of Green Perceived Value, Green Perceived Risk And Green Trust To Enhance Green Purchase Intentions

Filzah Syafiqah, Mohamad Sepian (2015) The Roles Of Green Perceived Value, Green Perceived Risk And Green Trust To Enhance Green Purchase Intentions. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The purpose of this study is to develop a framework to explore the influences of green perceived value and green perceived risk on green purchase intentions and also to discuss the mediation role of green trust. This study applies four concepts that are green perceived value, green perceived risk, green trust and green purchase intentions. In addition, this research employs an empirical study by means of the questionnaire survey method to verify the hypotheses and to investigate its managerial implications. The empirical results show that green perceived value would positively affect green trust and green purchase intentions, while green perceived risk would negatively influence both of them. Besides, this study demonstrates that the relationships between green purchase intentions and their two antecedents which is green perceived value and green perceived risk that partially mediated by green trust. Hence, investing resources to increase green perceived value and to decrease green perceived risk is helpful to enhance green trust and green purchase intentions. This study summarizes the literature on green marketing and relationship marketing into a new managerial framework of green purchase intentions. It utilizes four novel constructs that are green perceived value, green perceived risk, green trust and green purchase intentions in order to develop a research framework to enhance green purchase intentions.

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