Drivers of green product adoption: the role of green perceived value, green trust and perceived quality

서지정보

· 발행기관 : 한국마케팅과학회
· 수록지 정보 : Journal of Global Scholars of Marketing Science(마케팅과학연구) / 25권 / 3호 / 232 ~ 245페이지
· 저자명 : Ronnie Cheung, Aris Y.C. Lam, Mei Mei Lau

초록

This study investigates the role of green perceived value, green trust and perceived quality on the adoption behavior of green consumers. A survey was conducted using a sample of 188 respondents and a partial least squares approach was used to validate the research model. The research results show that both green perceived value and perceived quality have a direct influence on green purchase intention. Green trust also mediates the relationship between green perceived value and green purchase intention, which in turn predicts purchase behavior regarding green products. The research results indicate that the drivers of green product adoption are represented by green perceived value, green trust and perceived quality. Marketers should be putting more emphasis on this relatively new approach to green marketing strategies to induce purchase and adoption of green products, thereby creating competitive advantages for the company.

참고자료

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