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The Influence of Environmental Friendliness on Green Trust: The Mediation Effects of Green Satisfaction and Green Perceived Quality

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  • Yu-Shan Chen

    (Department of Business Administration, National Taipei University, 151 University Rd., San Shia, New Taipei City 237, Taiwan)

  • Ching-Ying Lin

    (Department of Business Administration, National Taipei University, 151 University Rd., San Shia, New Taipei City 237, Taiwan
    Department of Physical Medicine and Rehabilitation, Shang Ho Hospital, Taipei Medical University, 291 Zhongzheng Rd., Zhonghe District, New Taipei City 235, Taiwan)

  • Chia-Sui Weng

    (Department of Business Administration, National Taipei University, 151 University Rd., San Shia, New Taipei City 237, Taiwan)

Abstract

As global green trends became more prevalent, green marketing also developed into an important issue. Although prior literature explored the main factors affecting green trust, it was inconclusive as to how environmental friendliness could affect the green trust in green marketing. This study aims to focus on the positive influence of environmental friendliness on green trust, and explore the mediation effects of green satisfaction and green perceived quality. This study undertakes an empirical study by means of questionnaire survey. The respondents are consumers who have experience purchasing green products. This study applies structural equation modeling (SEM) to test the hypotheses. The findings of this study indicate that (1) environmental friendliness has a significant positive impact on green satisfaction, green perceived quality, and green trust; (2) both green satisfaction and green perceived quality positively affect green trust; and (3) green satisfaction and green perceived quality partially mediate the positive relationship between environmental friendliness and green trust.

Suggested Citation

  • Yu-Shan Chen & Ching-Ying Lin & Chia-Sui Weng, 2015. "The Influence of Environmental Friendliness on Green Trust: The Mediation Effects of Green Satisfaction and Green Perceived Quality," Sustainability, MDPI, Open Access Journal, vol. 7(8), pages 1-18, July.
  • Handle: RePEc:gam:jsusta:v:7:y:2015:i:8:p:10135-10152:d:53354
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    References listed on IDEAS

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