Year: 2024
Type: conference-paper
Study design: Observational Study
Abstract: The main purpose of this study is to determine the effect of green product awareness, environmental concern, perceived quality and perceived price of green products on the intention to purchase green products. Additionally, it is aimed to determine whether there is an indirect effect of trust in green products on these effects. For these purposes, 333 data were collected by survey method and used for analysis. The data obtained was analyzed using SPSS and SmartPLS4 programs. According to the research results, awareness has no effect on intention and trust, environmental concern has no effect on intention and trust, and perceived price has no effect on intention and trust. While perceived quality has no effect on intention, it has a significant and positive effect on trust. Trust in green products has a significant and positive effect on the intention to purchase green products. Looking at the results regarding the indirect effect of trust, while awareness, concern and price do not affect intention through trust, perceived quality has a significant and positive effect on purchase intention through trust.
DOI: 10.36880/c16.02910
Authors: Ece Uncu, Bekir Özkan
Institution: Bursa Technical University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4403347239