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

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  • Ronnie Cheung
  • Aris Y.C. Lam
  • Mei Mei Lau

Abstract

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.

Suggested Citation

  • Ronnie Cheung & Aris Y.C. Lam & Mei Mei Lau, 2015. "Drivers of green product adoption: the role of green perceived value, green trust and perceived quality," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 25(3), pages 232-245, June.
    • Handle: RePEc:taf:jgsmks:v:25:y:2015:i:3:p:232-245
    DOI: 10.1080/21639159.2015.1041781
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    Cited by:

    1. Akkhaporn Kokkhangplu & Wanida Onlamai & Tananat Chokpreedapanich & Kraisak Phikul, 2023. "What Predicts Behavioral Intention in Eco-Friendly Hotels? The Roles of Tourist’s Perceived Value and Satisfaction: A Case Study of Thailand," Sustainability, MDPI, vol. 15(4), pages 1-21, February.
    2. I Nyoman Normal & Made Setini, 2022. "Absorption Capacity and Development of Photocatalyst Green Ceramic Products with Moderation of Green Environment for Sustainability Performance of Developing Industries," Sustainability, MDPI, vol. 14(17), pages 1-18, August.
    3. Xiaocheng Vicky Zhang & Suk Ha Grace Chan, 2021. "Do Knowledge and Experience Value Affect Green Tourism Activity Participation and Buying Decision? A Case Study of Natural Dyeing Experience in China," Sustainability, MDPI, vol. 13(15), pages 1-18, July.
    4. Tuğba Yeğin & Muhammad Ikram, 2022. "Analysis of Consumers’ Electric Vehicle Purchase Intentions: An Expansion of the Theory of Planned Behavior," Sustainability, MDPI, vol. 14(19), pages 1-27, September.
    5. Xiaodong Zhu & Rongrong Gu & Bingbing Wu & Shunsuke Managi, 2017. "Does Hazy Weather Influence Earnings Management of Heavy-Polluting Enterprises? A Chinese Empirical Study from the Perspective of Negative Social Concerns," Sustainability, MDPI, vol. 9(12), pages 1-15, December.
    6. Yuriy Danko & Olena Nifatova, 2022. "Agro-sphere determinants of green branding: eco-consumption, loyalty, and price premium," Palgrave Communications, Palgrave Macmillan, vol. 9(1), pages 1-9, December.
    7. Jin-Long Chen, 2023. "Effect of Perceived Quality of Green Brands on Road Race Participants’ Green Word of Mouth and Mediating Roles of Satisfaction with and Trust in Green Brands," Sustainability, MDPI, vol. 15(17), pages 1-14, August.
    8. Allah Wasaya & Muhammad Abid Saleem & Jamil Ahmad & Muhammad Nazam & M. Mohsin Ali Khan & Mohammad Ishfaq, 2021. "Impact of green trust and green perceived quality on green purchase intentions: a moderation study," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(9), pages 13418-13435, September.
    9. Ismail Tamer TOKLU & Hilal OZTURK KUCUK, 2017. "The Impact of Brand Crisis on Consumers’ Green Purchase Intention and Willingness to Pay More," International Business Research, Canadian Center of Science and Education, vol. 10(1), pages 22-33, January.
    10. Vijay Kumar Jain & Anu Gupta & Hemraj Verma, 2020. "Millennials Green Consumption Behavior and Its Linkage to Firms Marketing Competitiveness: Findings From Select Study in Uttarakhand," International Journal of Global Business and Competitiveness, Springer, vol. 15(2), pages 94-105, December.
    11. Magdy El-Sayed Hashish & Ahmed Hassan Abdou & Shaimaa Abo Khangar Mohamed & Ahmed Saleh Abo Elenain & Wagih Salama, 2022. "The Nexus between Green Perceived Quality, Green Satisfaction, Green Trust, and Customers’ Green Behavioral Intentions in Eco-Friendly Hotels: A Structural Equation Modeling Approach," IJERPH, MDPI, vol. 19(23), pages 1-21, December.
    12. Bhardwaj, Seema & Sreen, Naman & Das, Manish & Chitnis, Asmita & Kumar, Sushant, 2023. "Product specific values and personal values together better explains green purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    13. Ki-Hoon Lee & Minwoo Lee & Nuwan Gunarathne, 2019. "Do green awards and certifications matter? Consumers’ perceptions, green behavioral intentions, and economic implications for the hotel industry: A Sri Lankan perspective," Tourism Economics, , vol. 25(4), pages 593-612, June.
    14. Ahmed Hassan Abdou & Hossam Said Shehata & Hassan Marzok Elsayed Mahmoud & Azzam Ibrahem Albakhit & Muhanna Yousef Almakhayitah, 2022. "The Effect of Environmentally Sustainable Practices on Customer Citizenship Behavior in Eco-Friendly Hotels: Does the Green Perceived Value Matter?," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    15. Tuğba Yeğin & Muhammad Ikram, 2022. "Developing a Sustainable Omnichannel Strategic Framework toward Circular Revolution: An Integrated Approach," Sustainability, MDPI, vol. 14(18), pages 1-25, September.

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