Enhance Green Purchase Green Perceived Value, Risk, Green Trust

7/23/2019 Enhance Green Purchase Green Perceived Value, Risk, Green Trust

1/20

Enhance green purchaseintentions

The roles of green perceived value, greenperceived risk, and green trust

Yu-Shan ChenDepartment of Business Administration, National Taipei University,

New Taipei City, Taiwan, and

Ching-Hsun ChangDepartment of Business Administration, Tamkang University,

New Taipei City, Taiwan

Abstract

Purpose The purpose of this study is to develop an original framework to explore the influences ofgreen perceived value and green perceived risk on green purchase intentions and to discuss themediation role of green trust.

Design/methodology/approach This study applies four original concepts green perceivedvalue, green perceived risk, green trust, and green purchase intentions to develop an integral modelto enhance green purchase intentions. In addition, this research employs an empirical study by meansof the questionnaire survey method to verify the hypotheses and to explore its managerialimplications. Structural equation modeling (SEM) is applied to verify the research framework.

Findings The empirical results show that green perceived value would positively affect green trustand green purchase intentions, while green perceived risk would negatively influence both of them.Furthermore, this study demonstrates that the relationships between green purchase intentions and

their two antecedents green perceived value and green perceived risk are partially mediated bygreen trust. Hence, investing resources to increase green perceived value and to decrease greenperceived risk is helpful to enhance green trust and green purchase intentions.

Originality/value This study summarizes the literature on green marketing and relationshipmarketing into a new managerial framework of green purchase intentions. It utilizes four novelconstructs green perceived value, green perceived risk, green trust, and green purchase intentions to develop an original research framework to enhance green purchase intentions. Although pastresearch has highlighted the relevant issues about purchase intentions, none explores it about greenmanagement. Therefore, this paper develops the research framework of green purchase intentions tofill the research gap.

KeywordsGreen purchase intention, Green trust, Green perceived value, Green perceived risk,Green marketing, Perception

Paper typeResearch paper

IntroductionThe public has increasingly noticed environmental issues by reason of the disastrousenvironmental pollution arisen from industrial manufacturing activities in the world(Chen, 2011). Consequently, more firms are prone to accept environment protection as

The current issue and full text archive of this journal is available at

www.emeraldinsight.com/0025-1747.htm

The authors are grateful for the funding of National Science Council in Taiwan for this study,and the project number of this study is NSC 98-2410-H-224 -012 -MY3.

MD50,3

502

Management Decision

Vol. 50 No. 3, 2012

pp. 502-520

q Emerald Group Publishing Limited

0025-1747

DOI 10.1108/00251741211216250


2/20

their social responsibility (Peattie, 1995; Dwyer, 2009; Lee, 2009). Becauseenvironmental concern has quickly become a mainstream issue as a result of globalwarming nowadays, more forethoughtful companies would like to utilize greenopportunities (Molina-Azornet al., 2009; Hadenet al., 2009). In the environmental era,

firms pay more attention to green marketing in some industries, such as theinformation and electronics industry (Chen, 2010). However, not all firms have enoughcapabilities to undertake green marketing strategies. If firms would like to adopt greenmarketing successfully, they should integrate the concept of green marketing into allaspects of routine marketing activities (Ottman, 1992).

Firms should apply green marketing strategies to enhance perceived value of theirproducts and reduce perceived risk of their products with respect to environmentalconsideration to raise their competitive advantage. As green products are more popularin the market, green marketing has become more prevalent nowadays. Greenmarketing activities involve developing, differentiating, pricing, and promotingproducts and services that satisfy customers environmental needs without a hurtfulinfluence on the environment. If companies would like to launch their green products,green marketing plays an important role in determining the number of sales made.Green marketing can not only provide a differentiation strategy by creatingenvironmental needs, but also reshape marketing rules in the market. Since the publicis more willing to purchase green products with sufficient trustworthy information,companies should provide reliable information for their consumers in order to reducetheir customers perceived risk (Peattie, 1992). It is hard for marketers to convince theircustomers to purchase their products without providing enough information to theircustomers. Companies need to reveal more information about the environmentalperformance of their products to obtain the trust of their consumers.

There are five reasons for companies to adopt green marketing:

(1) utilizing green opportunities;

(2) increasing corporate images;

(3) raising product value;

(4) enhancing competitive advantages; and

(5) complying with environmental trends (Chen, 2008a).

In addition, undertaking green marketing can raise customer purchase intentions.Expectation of green products is often hurt by the perception that such products arelow value or do not really deliver on their environmental promises. Althoughmarketers need to care about whether consumers perceive greenness of their products,they must remember that consumers are unlikely to compromise on traditional productattributes, such as value, quality, price, and performance. Green products must match

up on those attributes against nongreen products to attract consumers. Greenness ofproducts cannot guarantee their sales are outstanding even in the green era. This studyargues that companies need to develop products which possess both of greenness andhigh-value attributes to enhance consumer purchase intentions. Besides, one of keyelements for green marketing strategy is credibility. Decreasing customer perceivedrisk about greenness of products can help to ease customer skepticism and to raisecustomer trust. The main research question of this study is how to enhance purchaseintentions of environmental needs via a green marketing model which considers

Green purchasintention

50


3/20

product greenness and both of product perceived value and risk under the context ofcustomer skepticism? This study would like to help marketers to develop a greenmarketing framework to increase green purchase intentions via the three drivers: greenperceived value, green perceived risk, and green trust. Although prior research has

widely discussed the relevant issues about perceived value and perceived risk, noneexplores them about green or environmental issues. Thus, this paper would like to fillthe research gap. This study proposes three novel constructs, green perceived value,green perceived risk, and green purchase intentions, and incorporates the concept ofgreen trust proposed by Chen (2010) into an integral framework to further discuss theirimplications in the field of green marketing. Green purchase intentions are moreimportant for companies under the context of strict international environmentalregulations and prevalent customer environmentalism. This study develops theresearch framework which can help companies improve green purchase intentions viatheir three determinants: green perceived value, green perceived risk, and green trust.

This study summarizes the literature on green marketing and relationshipmarketing into a new managerial framework of green purchase intentions. This paperwould like to extend the research of green purchase intentions into a new framework.Besides, this study would further undertake an empirical test to verify therelationships among green perceived value, green perceived risk, green trust, and greenpurchase intentions. This paper proposes a new framework of green purchaseintentions in compliance with environmental trends to help companies increase theirgreen purchase intentions for their products. The structure of this study is as follows.A literature review is discussed in section 2, and five hypotheses are also proposed inthis section. In section 3, this study describes the methodology, the sample, and datacollection, and the measurement of the constructs. Then, the descriptive statistics,reliability of the measurement, factor analysis, correlation coefficients between theconstructs, discriminant validity, convergent validity, and the results of structural

equation modeling (SEM) are shown in section 4. In the end, this study mentions theconclusions and discussions about the findings, implications, research limitations, andpossible directions for future research in section 5.

Literature review and hypothesis developmentGreen marketingSince consumers pay more attention to the rise of environmental protection activitiesand the impact of pollutions, consumer environmentalism becomes more popular in theworld (McIntosh, 1991). As a result, consumers are more willing to purchase greenproducts that are not harmful to the environment (Chen, 2010). Due to the prevalence ofthe environmentalism and the emergence of the strict environmental regulations,companies need to change their business models that can seize the green opportunities

(Peattie, 1992). Green marketing that has been widely developed to satisfy green needsof consumers is a new area in the marketing field. Green marketing is a process whichincludes all marketing activities that are developed to trigger and to sustainconsumers environmental attitudes and behaviors ( Jain and Kaur, 2004). Besides,companies can adopt the concept of green marketing to implement greendifferentiation strategies to satisfy customers environmental needs or desires(Polonsky, 1994; Chen, 2008b). Prior literature posits that companies should undertakegreen marketing strategies to find out customers green needs, to launch green

MD50,3

504


4/20

products, to divide the green market into different segments, to target one or severalsegments, to formulate green positioning strategies, and to implement a greenmarketing mix program (Jain and Kaur, 2004). Since the society has become moreworried about the environment, there are more customers with environmental beliefs

who are more willing to purchase green products which have a less detrimental impacton the environment (Peattie, 1995). For example, many market segments are willing topay for decreased air emissions in the USA and they are willing to pay more when thereductions of air emissions stem from renewable fuels (Roeet al., 2001). Thus, Roeet al.(2001) suggest that consumer driven purchases can support the future of renewablegeneration capacity in the USA. Consequently, companies need to revise their businessmodels to comply with the consumer environmentalism (Ottman, 1992). Prior literaturesuggests that companies should develop green marketing strategies to obtaincompetitive advantages in the environmental era nowadays (Porter and van der Linde,1995; Chen et al., 2006). As consumers are forced to make trade-offs between productattributes and product greenness, most of the consumers would not sacrifice theirneeds just to be green (Ginsberg and Bloom, 2004). In addition, green marketingstrategies work effectively under different market and competitive conditions rangefrom the more passive and silent lean green approach to the relatively reactive andvisible extreme green approach with defensive green and shaded greenapproaches in between (Ginsberg and Bloom, 2004).

The positive effect of green perceived value on green trustPerceived value is defined as a consumers overall evaluation of the net benefit of aproduct or service based on a consumers appraisal (Bolton and Drew, 1991; Pattersonand Spreng, 1997). Previous research has widely explored perceived value because ithas a positive effect on marketing performance (Sweeney et al., 1999). Becauseperceived value is more important nowadays, companies can enhance consumer

purchase intentions through product value (Steenkamp and Geyskens, 2006). Aproduct can deliver value to customers by offering them benefit and by differentiatingthe product from competitors (Zeithaml, 1988; Aaker, 1996). Outstanding productvalue for companies can differentiate their products from their competitors (Kimet al.,2008). Perceived value could not only be a crucial determinant in maintaininglong-term customer relationships, but also play a key role in affecting purchaseintentions (Zeithaml, 1988; Zhuang et al., 2010). Besides, perceived value is alsoimportant in influencing customer trust (Kim et al., 2008).

Because environmental consciousness is more prevalent nowadays, this studyproposes a novel construct, green perceived value, and refers to Patterson andSpreng (1997) to define it as a consumers overall appraisal of the net benefit of aproduct or service between what is received and what is given based on the consumers

environmental desires, sustainable expectations, and green needs. Trust is a level ofthe willingness to depend on one object based on the expectation of its ability,reliability, and benevolence (Ganesan, 1994; Hart and Saunders, 1997). Besides, trust isthe intention to accept vulnerability based on positive expectations of the integrity andcapability of another one (Rousseau et al., 1998; Lin et al., 2003). Chen (2010) definesgreen trust as a willingness to depend on one object based on the belief orexpectation resulting from its credibility, benevolence, and ability about environmentalperformance. Past research posits that there is a positive relationship between


50


5/20

perceived value and customer trust, since high level of perceived value can increasepost-purchase confidence of the product (Sweeneyet al., 1999; Eid, 2011; Sirdeshmukhet al., 2002). Some firms overstate the environmental value of their products such thattheir customers distrust their products any more (Kalafatis and Pollard, 1999). Hence,

this study hypothesizes that green perceived value of customers positively affects theirgreen trust in the environmental era and proposes the following hypothesis:

H1. Green perceived value is positively associated with green trust.

The negative effect of green perceived risk on green trustPerceived risk is a subjective evaluation by consumers associated with possibleconsequences of wrong decisions (Peter and Ryan, 1976). Because perceived risk is acombination of negative consequence and uncertainty, the assessment of perceivedrisk would affect customer purchase decision (Peter and Ryan, 1976; Stone andGronhaug, 1993; Aaker, 1996). Prior research asserts that perceived risk would impactconsumer purchase decisions and behaviors (Chaudhuri, 1997; Mitchell, 1992).

Perceived risk theory argues that consumers are keen to minimize their perceived riskrather than to maximize their utility (Mitchell, 1999). The information asymmetrymakes it more difficult for buyers to identify actual product value before purchase(Mishra et al., 1998). This condition provides an incentive for the seller to actdishonestly (Mishra et al., 1998). Eventually, the buyers are unwilling to purchase aproduct because of their distrust of the seller due to the information asymmetrybetween the buyers and the seller (Gregg and Walczak, 2008). If consumers perceivehigh risk towards a product, they would be reluctant to trust the product (Mitchell,1999). Thus, prior research argues that perceived risk negatively affects perceived trust(Corritore et al., 2003; Harridge-March, 2006; Chang and Chen, 2008; Eid, 2011;Warrington et al., 2000).

There is a strong relationship between risk perceptions and negative consumption

emotions which have a direct effect on trust (Chaudhuri, 1997). As a result, risk-relatedemotions such as anxiety or worry would negatively affect trust (Chang and Chen,2008). Hence, previous research argues that perceived risk negatively influencescustomer trust (Koehn, 2003; Eid, 2011). In the rise of the environmental trends,customers have more environmental consideration which would increase theirperceived risk. Hence, this paper proposes a novel construct, green perceived risk,and refers to Peter and Ryan (1976) to define it as the expectation of negativeenvironmental consequences associated with purchase behavior. In the context ofenvironmental management, this study argues green perceived risk would negativelyaffect green trust and implies the following hypothesis:

H2. Green perceived risk is negatively associated with green trust.

The positive effect of green trust on green purchase intentionsTrust caused from three beliefs integrity, benevolence, and ability is anexpectation held by one party that the word, promise, or statement of another party canbe relied on (Rotter, 1971; Schurr and Ozanne, 1985). Besides, trust is an extent of theconfidence that another party would behave as expected (Hart and Saunders, 1997).Customer trust is a fundamental determinant of long-term consumer behavior (Leeet al., 2011). Hence, consumer purchase intentions are affected by consumer trust

MD50,3

506


6/20

(Harris and Goode, 2010). Past literature posits that customer trust is a determinant ofconsumer purchase intentions (Schlosser et al., 2006). If buyers have had a trustexperience with the seller, they would possess a higher level of purchase intentions.Thus, consumer trust is an antecedent of customer purchase intentions (van der

Heijden et al., 2003). Previous research shows that customer trust would positivelyinfluence customer purchase intentions (Schlosser et al., 2006). Recently somecompanies exaggerate the environmental performance of their products, and therebycustomers are reluctant to trust them any more (Kalafatis and Pollard, 1999). Thus,Chen (2010) argues that green trust would influence consumers purchase behaviors inthe environmental era. This study proposes a novel notion, green purchaseintentions, and refers to Netemeyeret al.(2005) and Morrison (1979) to define it as thelikelihood that a consumer would buy a particular product resulting from his or herenvironmental needs. Lu et al. (2010) indicate that customer trust positively affectscustomer purchase intentions. In the context of environmental management, this studyhypothesizes that green trust of customers positively affects their green purchaseintentions and proposes the following hypothesis:

H3. Green trust is positively associated with green purchase intentions.

The positive effect of green perceived value on green purchase intentionsBecause consumer judgment is often based on incomplete information, perceived valueof products which are acted as a signal to them would positively influence theirpurchase intentions (Kardeset al., 2004). Perceived value is a set of attributes which arerelated to the perception of a products value, so it can build up a positiveword-of-mouth effect and raise purchase intentions (Sweeneyet al., 1999; Ashtonet al.,2010). Since some companies promote their products by means of deceptive claimsabout the environmental value of their products, customers are averse to purchase theirproducts (Kalafatis and Pollard, 1999). Hence, green perceived value currently plays a

more important role in the environmental era. Perceived value is one of the mostsignificant factors affecting purchase intentions (Zeithaml, 1988). Therefore, previousliterature indicates that perceived value is positively related to consumer purchaseintentions (Gounaris et al., 2007). Poor perceived value can result in loss of consumerpurchase intentions (Sweeney and Soutar, 2001). If consumers perceive that the valueof a product is higher, they are more likely to purchase the product (Chang and Chen,2008). Thus, prior literature demonstrates that perceived value of customers positivelyimpact their purchase intentions (Croninet al., 1997; Patterson and Spreng, 1997; Bradyand Robertson, 1999; Eggert and Ulaga, 2002; Tam, 2004). In the rise of theenvironmentalism nowadays, green perceived value is very crucial to green purchaseintentions, so this study implies the following hypothesis:

H4. Green perceived value is positively associated with green purchase intentions.

The negative effect of green perceived risk on green purchase intentionsPerceived risk has a negative influence on the purchase decision of customers (Murphyand Enis, 1986; Harridge-March, 2006). Besides, perceived risk is a subjectiveexpectation of a loss, so it would significantly affect customer behaviors (Engel et al.,1986; Mitchell, 1992; Chaudhuri, 1997; Mitchell, 1999). Perceived risk theory posits thatbuyers are apt to minimize their perceived risk rather than to maximize their expected


50


7/20

payoff (Mitchell, 1999). The reduction of perceived risk leads to the increase ofpurchase probability and to the rise of customer purchase intentions, so perceived riskis negatively associated with purchase intentions (Wood and Scheer, 1996; Mitchell,1999; Chang and Chen, 2008). The information asymmetry makes it quite difficult for

consumers to judge actual product value before purchase (Mishra et al., 1998). Thissituation allows the seller to act opportunistically (Mishraet al., 1998). Eventually, thecustomers are loath to buy the sellers product owing to the information asymmetryinherent in the transaction (Gregg and Walczak, 2008). If consumers perceive high risktowards a product, they would be improbable to buy the product (Mitchell, 1999). Thus,previous literature indicates that the reduction of perceived risk can increase customerpurchase intentions (Wood and Scheer, 1996). In other words, perceived risk negativelyaffects customer purchase intentions (Wood and Scheer, 1996; Chang and Chen, 2008).Thus, this paper argues that green perceived risk negatively influences green purchaseintentions and implies the following hypothesis:

H5. Green perceived risk is negatively associated with green purchase intentions.

This study integrates the concepts of green marketing and relationship marketing intoa research framework of green purchase intentions. Companies need to keep in mindthat consumers are unlikely to compromise on product functionality, though they mustcare about whether consumers perceive the greenness of their products. Greenproducts must possess the traditional product functionality against nongreen productsto enhance purchase intentions. The research framework of this study simultaneouslyconsiders product greenness and both of product value and risk to enhance purchaseintentions of environmental needs. In addition, reducing customer perceived risk aboutproduct greenness can help to ease customer skepticism and to raise customer trust forgreen products. This paper extends the research of consumer purchase intentions,perceived value, perceived risk, and consumer trust into the field of green marketing.

This study asserts that green perceived value positively affect green purchaseintentions, while green perceived risk negatively influence green purchase intentions.In addition, this study argues that the relationships between green purchase intentionsand their two determinants green perceived value and green perceived risk arepartially mediated by green trust. It means that enhancing green trust can increase theextent of the positive relationship between green perceived value and green purchaseintentions and decrease the extent of the negative relationship between green perceivedrisk and green purchase intentions. The antecedents of the research framework aregreen perceived value and green perceived risk and the consequent is green purchaseintentions, while green trust is a partial mediator. The research framework is shown inFigure 1.

Methodology and measurementData collection and the sampleThe unit of analysis in this study is the consumer level. This study applies thequestionnaire survey to verify the hypotheses and research framework from August 1,2010 to December 15, 2010. The research object of this study focuses on Taiwaneseconsumers who have the purchase experience of information and electronics productsin Taiwan. The questionnaires were randomly mailed to consumers who had thepurchase experience of information and electronics products. The sample was

MD50,3

508


8/20

randomly selected from 2009 Yellow Book of Taiwan. The research assistants calledto each randomly selected consumer to confirm he or she must have the purchase

experience of information and electronics products. If he or she has the purchaseexperience of information and electronics products, the research assistants wouldundertake the subsequent procedures. However, if he or she has no the purchaseexperience of information and electronics products, the research assistants would notundertake the subsequent procedures. The study refers to previous research to designquestionnaire items. Prior to mailing to the respondents, six experts and scholars wereasked to modify the questionnaire in the first pretest. Subsequently, the questionnaireswere randomly mailed to ten consumers who had the purchase experience ofinformation and electronics products and they were asked to fill in the questionnaireand to identify the ambiguities in terms, meanings, and issues in the second pretest.Therefore, the questionnaire of this study has a high level of content validity. Highcontent validity is a necessary requisition for the questionnaire survey in this study.

After the second pretest, the sample was randomly selected from 2009 Yellow Book ofTaiwan. To heighten the valid survey response rate, the research assistants called toeach randomly selected consumer who had the purchase experience of information andelectronics products, explained the objectives of the study and the questionnairecontents, and confirmed the names and addresses of the respondents prior toquestionnaire mailing. The respondents were asked to return the completedquestionnaires within two weeks through mailing. Information and electronicsproducts are regulated by the highly strict international environmental laws orregulations, such as Montreal Convention, Kyoto Protocol, Restriction of the Use ofCertain Hazardous Substances in EEE (RoHS), and Waste Electronics and ElectricalEquipment (WEEE), so that consumers need to purchase information and electronicsproducts which are environmental friendly to satisfy their environmental needs (Chen

et al., 2006). There are three reasons to focus on Taiwanese consumers who have thepurchase experience of information and electronics products in this study. First,Taiwan is a highly export-oriented country which has intense interaction with both ofthe West and the East. Hence, this research conducted in Taiwanese consumers canprovide a valuable reference for practitioners and researchers. Second, Taiwan is one ofkey manufacturing bases for information and electronics products in the world. It isquite common that Taiwanese consumers are familiar with the environmental trendswith respect to information and electronics products. Hence, it is interesting to conduct

Figure Research framewor


509


9/20

this study in Taiwanese consumers with regard to the experience of information andelectronics products. Third, Taiwan is one of famous emerging markets in the world.This research resulting from Taiwanese consumers can contribute to other emergingmarkets as valuable reference. This study sent 800 questionnaires to the consumers

who were sampled. There are 258 valid questionnaires, and the effective response rateis 32.25 per cent.

The measurement of the constructsThe measurement of the questionnaire items in this study is by means of five-pointLikert scale from 1 to 5 rating from strongly disagreement to strongly agreement.This study asked every respondent to point out a specific information and electronicsproduct of a specific Taiwanese company which is the most impressive for her or him.Then, every respondent was requested to regard this product as the focal one to fill inthe questionnaire. The definitions and measurements of the constructs in this study arein the following:

(1) Green perceived value. This study proposes the notion of green perceivedvalue and refers to Patterson and Spreng (1997) to define it as a consumersoverall appraisal of the net benefit of a product or service between what isreceived and what is given based on the consumers environmental desires,sustainable expectations, and green needs. Besides, this paper refers toPatterson and Spreng (1997) to measure green perceived value, and itsmeasurement includes five items:

. This products environmental functions provide very good value for you.

. This products environmental performance meets your expectations.

. You purchase this product because it has more environmental concern than

other products.. You purchase this product because it is environmental friendly.

. You purchase this product because it has more environmental benefit thanother products.

(2) Green perceived risk. This study proposes the notion of green perceived riskand refers to Peter and Ryan (1976) to define it as the expectation of negativeenvironmental consequences associated with purchase behavior. Furthermore,this paper refers to Jacoby and Kaplan (1972), Murphy and Enis (1986), andSweeney et al. (1999) to measure green perceived risk, and its measurementincludes five items:

. There is a chance that there will be something wrong with environmental

performance of this product.. There is a chance that this product will not work properly with respect to its

environmental design.

. There is a chance that you would get environmental penalty or loss if youuse this product.

. There is a chance that using this product will negatively affect the environment.

. Using this product would damage your green reputation or image.

MD50,3

510


10/20

(3) Green trust. Referring to Chen (2010), this study defines green trust as awillingness to depend on a product, service, or brand based on the belief orexpectation resulting from its credibility, benevolence, and ability about itsenvironmental performance. In addition, this research refers to Chen (2010) to

measure green trust and its measurement includes five items:. You feel that this products environmental reputation is generally reliable.

. You feel that this products environmental performance is generallydependable.

. You feel that this products environmental claims are generally trustworthy.

. This products environmental concern meets your expectations.

. This product keeps promises and commitments for environmentalprotection.

(4) Green purchase intentions.This study proposes a novel notion, green purchaseintentions, and refers to Netemeyeret al.(2005) and Morrison (1979) to define it

as the likelihood that a consumer would buy a particular product resultingfrom his or her environmental needs. Besides, this paper refers to Pavlou (2003)and Chang and Chen (2008) to measure green purchase intentions and theirmeasurement includes three items:

. You intend to purchase this product because of its environmental concern.

. You expect to purchase this product in the future because of itsenvironmental performance.

. Overall, you are glad to purchase this product because it is environmentalfriendly.

This study utilizes structural equation modeling (SEM) to verify the research

framework and hypotheses, and applies AMOS 7.0 to obtain the empirical results. SEMof this study examines the two levels of analysis, the measurement model and thestructure model, and their results are shown in the following.

Empirical resultsThe results of the measurement modelThe means, standard deviations, and correlation matrix are shown in Table I. InTable I, there are positive correlations among green perceived value, green trust, andgreen purchase intentions, while there are negative correlations between greenperceived risk and the other constructs. The factor analysis of the four constructs is

Constructs Mean Standard deviation A B C

A. Green perceived value 3.702 0.580B. Green perceived risk 2.584 0.569 2 0.358 *

C. Green trust 3.791 0.585 0.367 * 2 0.361 *

D. Green purchase intentions 3.779 0.573 0.378 * * 2 0.364 * 0.376 *

Notes: * p , 0:05, * * p , 0:01

TableMeans, standar

deviations ancorrelations of th

construc


51


11/20

shown in Table II. Every construct in this study can be classified into only one factor.The study refers to the prior research to design questionnaire items. Before mailing tothe respondents, this study employs two pretests for the questionnaire revision.Therefore, the measurement of this study is acceptable in content validity. Besides,

there are several measures to confirm the reliability and validity of the constructs. Onone hand, one measure of the reliability is to examine the loadings of each constructsindividual items. With respect to the quality of the measurement model, the loadings(l) of all items of the four constructs listed in Table III are significant. On the otherhand, Cronbachs ais the other measure of the reliability. Table III lists Cronbachs afor the constructs. In general, the minimum requirement of Cronbachs acoefficient is0.7 (Hair et al., 1998). In Table III, the Cronbachs a coefficient of green perceivedvalue is 0.882; that of green perceived risk is 0.858; that of green trust is 0.902; thatof green purchase intentions is 0.908. Because the Cronbachs a coefficients of allconstructs are more than 0.7, the measurement of this study is acceptable in reliability.

In addition, it is also important to verify whether the validity of the measurement inthis study is acceptable. This study applies Fornell and Larckers measure of average

Constructs Number of items Number of factors

Accumulationpercentage of

explained variance

Green perceived value 5 1 58.5Green perceived risk 5 1 57.4Green trust 5 1 58.2Green purchase intentions 3 1 56.1

Table II.Factor analysis of thisstudy

Constructs Items l Cronbachs a AVEThe square root

of AVE

A. Green perceived value GPV1 0.834 0.882 0.746 0.864GPV2 0.856 *

GPV3 0.864 *

GPV4 0.878 *

GPV5 0.860 *

B. Green perceived risk GPR1 0.840 0.858 0.764 0.874GPR2 0.852 *

GPR3 0.861 *

GPR4 0.857 *

GPR5 0.896 *

C. Green trust GT1 0.838 0.902 0.758 0.871

GT2 0.869 *GT3 0.853 *

GT4 0.861 *

GT5 0.877 *

D. Green purchase intentions GPI1 0.845 0.908 0.738 0.859GPI2 0.868 *

GPI3 0.875 *

Note: * p , 0:01

Table III.The items loadings (l)and the constructsCronbachs acoefficientsand AVEs

MD50,3

512


12/20

variance extracted (AVE) to evaluate the discriminant validity of the measurement(Fornell and Larcker, 1981). The AVE measures the amount of variance captured bythe construct through its items relative to the amount of variance due to themeasurement error. To satisfy the requirement of the discriminant validity, the square

root of a constructs AVE must be greater than the correlations between the constructand the other ones in the model. For example, the square roots of the AVEs for the twoconstructs, green perceived value and green purchase intentions, are 0.864 and 0.859 inTable III which are more than the correlation, 0.378, between them in Table I. Itdemonstrates that there is adequate discriminant validity between the two constructs.The square roots of all constructs AVEs in Table III of this study are all more than thecorrelations among all constructs in Table I. Therefore, the discriminant validity of themeasurement is acceptable. Besides, if the AVE of a construct is higher than 0.5, itmeans that there is convergent validity for the construct. As shown in Table III, theAVEs of the four constructs are 0.746, 0.764, 0.758, and 0.738, which are all higher than0.5. It indicates that the convergent validity of the measurement is acceptable.According to the above results, the reliability and validity in this study are adequate.

The results of the structural modelTable IV shows the results of the structural model in this study. The overall fitmeasures of the full model in the SEM indicates that the fit of the model is acceptable(GFI 0:901, RMSEA 0:047, NFI 0:905, CFI 0:909). All of the paths estimatedare significant, and all hypotheses are supported in this study. Adding more paths inthis research framework would not significantly improve the fit. The residuals of thecovariance are small and center near 0. The results of the full model in this study areshown in Figure 2. All five paths estimated are significant. Therefore,H1,H2,H3,H4,andH5are all supported in this study. This study finds out that the increase of greenperceived value can not only meet both of the strict international environmental

regulations and the popular consumer environmentalism, but also enhance both ofgreen trust and green purchase intentions. This study demonstrates that greenperceived value is a crucial determinant in both of maintaining long-term customerrelationships and affecting green customer trust. Moreover, green perceived valueplays an important role in influencing green purchase intentions. In addition, thisstudy figures out that green perceived risk is negatively associated with both of greentrust and green purchase intentions. Since many companies do not carry out theirenvironmental promises, customers have more environmental consideration that raisestheir green perceived risk for green products. As a result, consumers are eager to

Hypothesis Proposed effect Path coefficient Results

H1 0.294 * H1 is supportedH2 2 2 0.288 * H2 is supportedH3 0.272 * H3 is supportedH4 0.298 * H4 is supportedH5 2 2 0.286 * H5 is supported

Note: * p , 0:05

Table IVThe results of th

structural mod


51


13/20

minimize their green perceived risk rather than to maximize their green needs. In

addition, it is more difficult for consumers to identify actual product value beforepurchase due to the information asymmetry (Mitchell, 1999). Eventually, theconsumers are unwilling to purchase green products because of distrust (Gregg andWalczak, 2008). Thus, the assessment of green perceived risk would affect greenpurchase decisions and behaviors. The empirical results support the above argumentand demonstrate that green trust would positively affect green purchase intentions.Recently some companies exaggerate the environmental performance of their greenproducts, and consumers distrust them and the consumers would not purchase theirproducts any more (Kalafatis and Pollard, 1999). Thus, green trust would influenceconsumers green purchase behaviors in the environmental era. The empirical resultssupport the above statement and indicate that green trust would affect green purchaseintentions. In addition, this study verifies that green trust partially mediates the

relationships between green purchase intentions and their two antecedents greenperceived value and green perceived risk. As a result, companies should raise theirgreen perceived value and reduce green perceived risk to enhance their green trust andgreen purchase intentions to satisfy their customers environmental needs.

When consumers need to make a choice between product attributes and productgreenness, they would perhaps select product attributes rather than product greenness(Ginsberg and Bloom, 2004). Consumers are improbable to compromise on traditionalproduct value and quality. Even though green products must focus on their green

Figure 2.The results of the fullmodel

MD50,3

514


14/20

attribute, they also have traditional excellent functionality to compete with non-greenproducts. This study finds out that companies need to develop products that possessboth of greenness and high perceived value attributes can enhance consumers greentrust and green purchase intentions. The empirical result supports the suggestion of

Ginsberg and Bloom (2004). Some firms overstate the green functionality of theirproducts, and thereby customers feel high risky for their green products and distrustthem any more (Kalafatis and Pollard, 1999). This study points out that companiesneed to reduce green perceived risk of their products to increase both of green trust andgreen purchase intentions of their products. The empirical result supports the claim ofKalafatis and Pollard (1999). Chen (2010) argues that green trust would positivelyaffect consumers purchase behaviors. This study indicates that green trust canpositively affect green purchase intentions. Therefore, the result of this study supportsthe argument of Chen (2010).

Conclusions and implications

The literature is not conclusive on how purchase intentions can be developed andsustained in an integrated framework under the context of environmental thinking.Thus, this study provides an approach about perceived value and perceived risk toactivate the building process of purchase intentions in the context of environmentalmanagement. This study develops a research framework of green purchase intentionsto further discuss its relationships with green perceived value, green perceived risk,and green trust. The empirical results show that green perceived value positivelyrelates to both of green trust and green purchase intentions. In addition, this studyindicates that green perceived risk negatively relates to both of green trust and greenpurchase intentions. Furthermore, this study finds out that the relationships betweengreen purchase intentions and their two determinants green perceived value andgreen perceived risk are partially mediated by green trust. All hypotheses proposed

in this study are supported. Therefore, investing resources in the increase of greenperceived value and the reduction of green perceived risk is useful to raise green trustand green purchase intentions.

There are five academic contributions in this study. First, this study combines theconcepts of green marketing and relationship marketing to develop a researchframework of green purchase intentions. Second, when consumers are forced to maketrade-offs between product attributes and product greenness, they will not sacrificetheir desires just to be green. This study develops a framework to handle this dilemmavia considering product greenness and both of product perceived value and risk toenhance purchase intentions of environmental needs under the context of customerskepticism. Third, this study demonstrates that the relationships between greenpurchase intentions and their two determinants green perceived value and green

perceived risk are partially mediated by green trust. Fourth, this paper extends theresearch of consumer purchase intentions and perceived value into the field of greenmarketing. Fifth, decreasing customer perceived risk about product greenness can helpto ease customer skepticism and to raise customer trust for green products. This paperextends the research of consumer trust and perceived risk into the field of greenmarketing. The main purpose of this paper is to demonstrate the relationships betweengreen purchase intentions and their two antecedents green perceived value andgreen perceived risk and to identify the partial mediation effect of green trust.


51


15/20

Companies must increase their green perceived value, reduce their green perceivedrisk, and enhance their green trust in order to raise their green purchase intentions inthe environmental era. A useful starting point for marketers is to develop strategies forraising perceptions of green value and for helping potential customers to develop

sufficient green trust to build up a longer-term relationship in the environmental era.Besides, perceived risk is powerful at explaining consumer behavior becauseconsumers are often motivated to reduce risk than to maximize utility in their purchaseprocesses. Since green perceived risk would lower both of green trust and greenpurchase intentions, marketers need to eliminate and reduce the perception of greenrisk at every opportunity.

There are three practical contributions in this study. First, this study verifies thatenhancing green perceived value and reducing green perceived risk can not only increasegreen trust, but also raise green purchase intentions. If companies would like to enhancetheir green purchase intentions for their products, they should combine the concepts ofgreen perceived value, green perceived risk, and green trust into their long-termenvironmental strategies in the stage of strategy-planning. Second, in a moresophisticated marketing context, it is worth educating experienced retailers as aneffectiveness and prestige information channel between consumers and manufacturers toincrease green perceived value and to decrease green perceived risk in order to raise greenpurchase intentions. Third, companies need to enhance green trust of their customers.Because there exists a significant mediation effect of green trust in this study, companiescan build up green trust from their customers to increase the extent of the positiverelationship between green perceived value and green purchase intentions and todecrease the extent of the negative relationship between green perceived risk and greenpurchase intentions. Since green marketing can become a way of differentiating andpositioning nowadays, firms should exploit the environmental concerns of consumers todifferentiate and to position their products in order to seize new green markets. Although

some firms would like to develop long-term strategies to carry out their green marketing,the major challenge for them is how to incorporate their environmental mission into theirbusiness strategies rather than to only promote their green products.

In a B2C context, retailers are regarded as crucial mediation agents to deliveryinformation between consumers and manufacturers. This shows that retailerstechnical knowledge and services play an important role in both of enhancing valueperception and reducing risk perception. Thus, it is crucial to offer retailers enoughproduct knowledge and services that can not only increase value perception ofconsumers but also decrease their risk perception. Customers may be keen to take thegreen perceived risk if they are confident that the product provider stands behind theirproducts. Assuring consumers of the reliability of products can reduce perceived riskof consumers. Besides, additional effective approaches to reduce perceived risk may

include money back guarantees and guarantees about green perceived value. Ifcompanies can adopt the above green marketing strategies, they can raise their greentrust and further enhance their green purchase intentions.

There are three research limitations in the study. First, this study concentrates onthe purchase experience of information and electronics products. Future research canfocus on the purchase experience of other products and compare with this study.Second, this study concentrates on Taiwanese consumers. Future research can focus onother consumers in other countries and compare with this study. Third, this study

MD50,3

516


16/20

verifies the hypotheses by means of questionnaire survey which only providescross-sectional data so that this study cannot observe the dynamic change of greenperceived value, green perceived risk, green trust, and green purchase intentions in thedifferent stages through longitudinal data. Therefore, future research can set forth

toward the longitudinal study to find out the differences of green perceived value,green perceived risk, green trust, and green purchase intentions in the different stages.This study hopes that the research results are useful to managers, researchers,practitioners, and policy makers, and contribute to future research as reference.

References

Aaker, D.A. (1996), Building Strong Brands, Free Press, New York, NY.

Ashton, A.S., Scott, N., Solnet, D. and Breakey, N. (2010), Hotel restaurant dining: therelationship between perceived value and intention to purchase,Tourism and Hospitality

Research, Vol. 10 No. 3, pp. 206-18.

Bolton, R.N. and Drew, J.H. (1991), A multistage model of consumers assessment of service

quality and value, Journal of Consumer Research, Vol. 17 No. 4, pp. 375-84.Brady, M.K. and Robertson, C.J. (1999), An exploratory study of service value in the USA and

Ecuador,International Journal of Service Industry Management, Vol. 10 No. 5, pp. 469-86.

Chang, H.H. and Chen, S.W. (2008), The impact of online store environment cues on purchaseintention: trust and perceived risk as a mediator,Online Information Review, Vol. 32 No.6,pp. 818-41.

Chaudhuri, A. (1997), Consumption emotion and perceived risk: a macro-analytic approach,Journal of Business Research, Vol. 39 No. 1, pp. 81-92.

Chen, Y.-S. (2008a), The driver of green innovation and green image green core competence,Journal of Business Ethics, Vol. 81 No. 3, pp. 531-43.

Chen, Y.-S. (2008b), The positive effect of green intellectual capital on competitive advantages offirms, Journal of Business Ethics, Vol. 77 No. 3, pp. 271-86.

Chen, Y.-S. (2010), The drivers of green brand equity: green brand image, green satisfaction, andgreen trust, Journal of Business Ethics, Vol. 93 No. 2, pp. 307-19.

Chen, Y.-S. (2011), Green organizational identity: sources and consequence, ManagementDecision, Vol. 49 No. 3, pp. 384-404.

Chen, Y.-S., Lai, S.-B. and Wen, C.-T. (2006), The influence of green innovation performance oncorporate advantage in Taiwan, Journal of Business Ethics, Vol. 67 No. 4, pp. 331-9.

Corritore, C.L., Kracher, B. and Wiedenbeck, S. (2003), On-line trust: concepts, evolving themes,a model, International Journal of Human-Computer Studies, Vol. 58 No. 6, pp. 737-58.

Cronin, J., Brady, M., Brand, R., Hightower, R. and Shemwell, D. (1997), A cross-sectional test ofthe effect and conceptualization of service value, Journal of Services Marketing, Vol. 11No. 6, pp. 375-91.

Dwyer, R.J. (2009), Keen to be green organizations: a focused rules approach to accountability,Management Decision, Vol. 47 No. 7, pp. 1200-16.

Eggert, A. and Ulaga, W. (2002), Customer perceived value: a substitute for satisfaction inbusiness markets,Journal of Business & Industrial Marketing, Vol. 17 Nos 2/3, pp. 107-18.

Eid, M.I. (2011), Determinants of e-commerce customer satisfaction, trust, and loyalty in SaudiArabia, Journal of Electronic Commerce Research, Vol. 12 No. 1, pp. 78-93.

Engel, J.F., Blackwell, R.D. and Miniard, P.W. (1986), Consumer Behavior, The Dryden Press,Chicago, IL.


51


17/20

Fornell, C. and Larcker, D.F. (1981), Evaluating structural equation models with unobservablevariables and measurement error,Journal of Marketing Research, Vol. 18 No. 1, pp. 39-50.

Ganesan, S. (1994), Determinants of long-term orientation in buyer-seller relationships,Journalof Marketing, Vol. 58 No. 2, pp. 1-19.

Ginsberg, J.M. and Bloom, P.N. (2004), Choosing the right green marketing strategy,MIT SloanManagement Review, Vol. 46 No. 1, pp. 79-84.

Gounaris, S.P., Tzempelikos, N.A. and Chatzipanagiotou, K. (2007), The relationships ofcustomer-perceived value, satisfaction, loyalty and behavioral intentions, Journal of

Relationship Marketing, Vol. 6 No. 1, pp. 63-87.

Gregg, D.G. and Walczak, S. (2008), Dressing your online auction business for success: anexperiment comparing two e-Bay businesses,MIS Quarterly, Vol. 32 No. 3, pp. 653-70.

Haden, S.S.P., Oyler, J.D. and Humphreys, J.H. (2009), Historical, practical, and theoreticalperspectives on green management: an exploratory analysis, Management Decision,Vol. 47 No. 7, pp. 1041-55.

Hair, J.F., Anderson, R.E., Tatham, R.L. and Black, W.C. (1998), Multivariate Data Analysis,

Prentice Hall, Upper Saddle River, NJ.Harridge-March, S. (2006), Can the building of trust overcome consumer perceived risk online?,

Marketing Intelligence & Planning, Vol. 24 No. 7, pp. 746-61.

Harris, L.C. and Goode, M.M.H. (2010), Online servicescapes, trust, and purchase intentions,Journal of Services Marketing, Vol. 24 No. 3, pp. 230-43.

Hart, P. and Saunders, C. (1997), Power and trust: critical factors in the adoption and use ofelectronic data interchange,Organizational Science, Vol. 8 No. 1, pp. 23-42.

Jacoby, J. and Kaplan, L.B. (1972), The components of perceived risk, in Venkatesan, M. (Ed.),Proceedings of the Third Annual Conference, Association for Consumer Research, IowaCity, IA.

Jain, S.K. and Kaur, G. (2004), Green marketing: an Indian perspective, Decision, Vol. 31 No. 2,pp. 168-209.

Kalafatis, S.P. and Pollard, M. (1999), Green marketing and Ajzens theory of planned behaviour:a cross-market examination,Journal of Consumer Marketing, Vol. 16 Nos 4/5, pp. 441-60.

Kardes, F.R., Posavac, S.S. and Cronley, M.L. (2004), Consumer inference: a review of processes,bases, and judgment contexts,Journal of Consumer Psychology, Vol. 14 No. 3, pp. 230-56.

Kim, C., Zhao, W. and Yang, K.H. (2008), An empirical study on the integrated framework ofe-CRM in online shopping: evaluating the relationships among perceived value,satisfaction, and trust based on customers perspectives, Journal of ElectronicCommerce in Organizations, Vol. 6 No. 3, pp. 1-19.

Koehn, D. (2003), The nature of and conditions for online trust, Journal of Business Ethics,Vol. 43 No. 1, pp. 3-19.

Lee, J., Park, D.-H. and Han, I. (2011), The different effects of online consumer reviews on

consumers purchase intentions depending on trust in online shopping malls: anadvertising perspective,Internet Research, Vol. 21 No. 2, pp. 187-206.

Lee, K.-H. (2009), Why and how to adopt green management into business organizations?: Thecase study of Korean SMEs in manufacturing industry, Management Decision, Vol. 47No. 7, pp. 1101-21.

Lin, N.P., Weng, J.C.M. and Hsieh, Y.C. (2003), Relational bonds and customers trust andcommitment - a study on the moderating effects of web site usage, Service Industries

Journal, Vol. 23 No. 3, pp. 103-24.

MD50,3

518


18/20

Lu, Y., Zhao, L. and Wang, B. (2010), From virtual community members to C2C e-commercebuyers: Trust in virtual communities and its effect on consumers purchase intention,

Electronic Commerce Research and Applications, Vol. 9 No. 4, pp. 346-60.

McIntosh, A. (1991), The impact of environmental issues on marketing and politics in the

1990s, Journal of the Market Research Society, Vol. 33 No. 3, pp. 205-17.Mishra, D.P., Heide, J.B. and Cort, S.G. (1998), Information asymmetry and levels of agency

relationships, Journal of Marketing Research, Vol. 35 No. 3, pp. 277-95.

Mitchell, V.W. (1992), Understanding consumers behavior: can perceived risk theory help?,Management Decision, Vol. 30 No. 3, pp. 26-31.

Mitchell, V.W. (1999), Consumer perceived risk: conceptualizations and models, EuropeanJournal of Marketing, Vol. 33 No. 1, pp. 163-95.

Molina-Azorn, J.F., Claver-Cortes, E., Lopez-Gamero, M.D. and Tar, J.J. (2009), Greenmanagement and financial performance: a literature review, Management Decision,Vol. 47 No. 7, pp. 1080-100.

Morrison, D.G. (1979), Purchase intentions and purchase behavior,Journal of Marketing, Vol. 43

No. 2, pp. 65-74.Murphy, P.E. and Enis, B.M. (1986), Classifying products strategically, Journal of Marketing,

Vol. 50, July, pp. 24-42.

Netemeyer, R.G., Maxham, J.G. and Pullig, C. (2005), Conflicts in the work-family interface: linksto job stress, customer service employee performance, and customer purchase intent,

Journal of Marketing, Vol. 69 No. 2, pp. 130-43.

Ottman, J.A. (1992), Green Marketing, NTC Business Books, Chicago, IL.

Patterson, P. and Spreng, R. (1997), Modeling the relationship between perceived value,satisfaction and repurchase intention in a business-to- business, service context: anempirical examination, International Journal of Service Industry Management, Vol. 8No. 5, pp. 414-34.

Pavlou, P.A. (2003), Consumer acceptance of electronic commerce: integrating trust and risk

with the technology acceptance model, International Journal of Electronic Commerce,Vol. 7 No. 3, pp. 101-34.

Peattie, K. (1992), Green Marketing, Pitman Publishing, London.

Peattie, K. (1995), Environmental Marketing Management, Pitman Publishing, London.

Peter, J.P. and Ryan, M.J. (1976), An investigation of perceived risk at the brand level,Journal ofMarketing Research, Vol. 13 No. 2, pp. 184-9.

Polonsky, M.J. (1994), Green marketing regulation in the US and Australia: the Australianchecklist, Greener Management International, Vol. 5, pp. 44-53.

Porter, M.E. and van der Linde, C. (1995), Green and competitive, Harvard Business Review,Vol. 73 No. 5, pp. 120-34.

Roe, B., Teisl, M.F., Levy, A. and Russell, M. (2001), US consumers willingness to pay for green

electricity, Energy Policy, Vol. 29 No. 11, pp. 917-25.Rotter, J.B. (1971), Generalized expectancies for interpersonal trust, American Psychologist,

Vol. 26 No. 5, pp. 443-50.

Rousseau, D.M., Sitkin, S.B., Burt, R.S. and Camerer, C. (1998), Not so different after all: across-discipline view of trust, Academy of Management Review, Vol. 23 No. 3, pp. 393-404.

Schlosser, A.E., White, T.B. and Lloyd, S.M. (2006), Converting web site visitors into buyers:how web site investment increases consumer trusting beliefs and online purchaseintentions, Journal of Marketing, Vol. 70 No. 2, pp. 133-48.


519


19/20

Schurr, P.H. and Ozanne, J.L. (1985), Influences on exchange processes: buyers preconceptionsof a sellers trustworthiness and bargaining toughness, Journal of Consumer Research,Vol. 11 No. 4, pp. 939-53.

Sirdeshmukh, D., Singh, J. and Sabol, B. (2002), Consumer trust, value, and loyalty in relational

exchanges, Journal of Marketing, Vol. 66 No. 1, pp. 15-37.Steenkamp, J.B.E.M. and Geyskens, I. (2006), How country characteristics affect the perceived

value of web sites, Journal of Marketing, Vol. 70 No. 3, pp. 136-50.

Stone, R.N. and Gronhaug, K. (1993), Perceived risk: further considerations for the marketingdiscipline, European Journal of Marketing, Vol. 27 No. 3, pp. 39-50.

Sweeney, J.C. and Soutar, G.N. (2001), Consumer perceived value: the development of a multipleitem scale, Journal of Retailing, Vol. 77 No. 2, pp. 203-20.

Sweeney, J.C., Soutar, G.N. and Johnson, L.W. (1999), The role of perceived risk in thequality-value relationship: a study in a retail environment, Journal of Retailing, Vol. 75No. 1, pp. 77-105.

Tam, J.L.M. (2004), Customer satisfaction, service quality and perceived value: an integrativemodel, Journal of Marketing Management, Vol. 20 Nos 7/8, pp. 897-917.

van der Heijden, H., Verhagen, T. and Creemers, M. (2003), Understanding online purchaseintentions: contributions from technology and trust perspectives, European Journal of

Information Systems, Vol. 12 No. 1, pp. 41-8.

Warrington, T., Abgrab, N. and Caldwell, H. (2000), Building trust to develop competitiveadvantage in e-business relationships, Competitiveness Review, Vol. 10 No. 2, pp. 160-8.

Wood, C.M. and Scheer, L.K. (1996), Incorporating perceived risk into models of consumer dealassessment and purchase intent, in Corfman, K.P. and Lynch, J.G. Jr (Eds), Advances inConsumer Research, Vol. 23, Aassociation for Consumer Research, Provo, UT, pp. 399-406.

Zeithaml, V.A. (1988), Consumer perceptions of price, quality, and value: a means-end modeland synthesis of evidence, Journal of Marketing, Vol. 52 No. 3, pp. 2-22.

Zhuang, W., Cumiskey, K.J., Xiao, Q. and Alford, B.L. (2010), The impact of perceived value on

behavior intention: an empirical study, Journal of Global Business Management, Vol. 6No. 2, pp. 1-7.

Further reading

Morgan, R.M. and Hunt, S.D. (1994), The commitment-trust theory of relationship marketing,Journal of Marketing, Vol. 58 No. 3, pp. 20-38.

About the authorsDr Yu-Shan Chen is a Professor in the Department of Business Administration of National TaipeiUniversity in Taiwan. His research interests focus on corporate environmental management,green marketing, management of technology, and innovation management. Yu-Shan Chen is thecorresponding author and can be contacted at: [email protected]

Dr Ching-Hsun Chang is an Assistant Professor in the Department of BusinessAdministration of Tamkang University in Taiwan. Her research interests focus on corporateenvironmental management, green marketing, management of technology, and innovationmanagement.

MD50,3

520

To purchase reprints of this article please e-mail: [email protected] visit our web site for further details: www.emeraldinsight.com/reprints


20/20

Reproducedwithpermissionof thecopyrightowner. Further reproductionprohibitedwithoutpermission.

Enhance Green Purchase Green Perceived Value, Risk, Green Trust

Documents

Transcript of Enhance Green Purchase Green Perceived Value, Risk, Green Trust