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How to Reach Green Word of Mouth through Green Trust, Green Perceived Value and Green Satisfaction

Author

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  • Jose Antonio Román-Augusto

    (Communications Faculty, Universidad Peruana de Ciencias Aplicadas (UPC), Lima 15023, Peru)

  • Camila Garrido-Lecca-Vera

    (Communications Faculty, Universidad Peruana de Ciencias Aplicadas (UPC), Lima 15023, Peru)

  • Manuel Luis Lodeiros-Zubiria

    (Communications Faculty, Universidad Peruana de Ciencias Aplicadas (UPC), Lima 15023, Peru)

  • Martin Mauricio-Andia

    (Communications Faculty, Universidad Peruana de Ciencias Aplicadas (UPC), Lima 15023, Peru)

Abstract

The production and consumption of green food products have become hot topics in marketing. Companies are implementing marketing strategies such as green perceived value, green trust, and green satisfaction to guarantee green word of mouth. An online questionnaire distributed through social media was used to collect the data. The sample consists of 297 people. The 297 responses were coded and analysed with the Software Smart-PLS. The data described include the sample sociodemographic profile, the descriptive analysis of all items, the reliability and validity of the measures of the reflective model and the evaluation of the results of the structural model. Four hypotheses included in the PLS-SEM proposed were validated for a p -value of 0.001. The results confirmed the influence of green perceived value on green trust and green satisfaction. Moreover, the results highlight that green satisfaction and green trust influence green word of mouth.

Suggested Citation

  • Jose Antonio Román-Augusto & Camila Garrido-Lecca-Vera & Manuel Luis Lodeiros-Zubiria & Martin Mauricio-Andia, 2023. "How to Reach Green Word of Mouth through Green Trust, Green Perceived Value and Green Satisfaction," Data, MDPI, vol. 8(2), pages 1-8, January.
    • Handle: RePEc:gam:jdataj:v:8:y:2023:i:2:p:25-:d:1040725
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    References listed on IDEAS

    as
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    6. Jose Antonio Román-Augusto & Camila Garrido-Lecca-Vera & Manuel Luis Lodeiros-Zubiria & Martin Mauricio-Andia, 2022. "Green Marketing: Drivers in the Process of Buying Green Products—The Role of Green Satisfaction, Green Trust, Green WOM and Green Perceived Value," Sustainability, MDPI, vol. 14(17), pages 1-17, August.
    Full references (including those not matched with items on IDEAS)

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