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

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

Green marketing is currently one of the most powerful strategies in the corporate world as it responds to a growing demand for green products. Therefore, this study aims to analyse the influence of green perceived value on green trust and green satisfaction, study how both variables impact green word of mouth in turn and, at the same time, how the three variables influence green purchase intention. Data collection was carried out through a digital survey of buyers of green products. The hypotheses posed were solved with a PLS-SEM model through the Smart-PLS software. The results showed that green perceived value positively affects green trust and green satisfaction. Furthermore, green satisfaction was found to influence green trust and green WOM. Green trust also influences green WOM. Regarding the antecedents of green purchase intention, only green satisfaction and green trust showed a positive relationship. In contrast, green WOM did not show a relationship with green purchase intention. The article shows the importance of green satisfaction for green companies in achieving green purchase intention, green WOM and green trust. Green perceived value is also an important variable, as it is the trigger for the process that leads to green purchase intention.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:17:p:10580-:d:897150
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    Cited by:

    1. Li Liu & Hailang Cui & Yuankun Nie, 2023. "Cite Space-Based Bibliometric Analysis of Green Marketing," Sustainability, MDPI, vol. 15(12), pages 1-13, June.
    2. 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.
    3. Hazem Ahmed Khairy & Yehia Elzek & Nadir Aliane & Mohamed Fathy Agina, 2023. "Perceived Environmental Corporate Social Responsibility Effect on Green Perceived Value and Green Attitude in Hospitality and Tourism Industry: The Mediating Role of Environmental Well-Being," Sustainability, MDPI, vol. 15(6), pages 1-17, March.
    4. Hiroko Oe & Yasuyuki Yamaoka & Hiroko Ochiai, 2023. "Personal and Emotional Values Embedded in Thai-Consumers’ Perceptions: Key Factors for the Sustainability of Traditional Confectionery Businesses," Sustainability, MDPI, vol. 15(2), pages 1-18, January.

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