The effects of green product trust and perception on green purchase intention in China

Abstract

According to the theory of planned behaviour (TPB), we created a model of factors affecting customer green purchase intention, with such factors including green product experience, green purchase behaviour, subject social norms, perceived environmental protection value, green product trust, and green product perception. Then, a questionnaire was developed based on the model. 307 respondents were involved and the feedback was analysed, using a structural equation model, to verify the data reliability and validity. Results show that green product trust and green product perception exerted significant positive effects on green purchase intention; green product experience had significant positive effects on green product trust; and subjective norms and perceived environmental protection value positively affected green product perception. These findings provide valuable information for studying factors affecting the green purchase intention of customers.