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

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.

The impact of service experience on sustainable customer engagement: The mediation of green perceived value and customer satisfaction

“…Moreover, H5 is supported by the data. Green perceived value has a significant positive impact on sustainable CE, further validating and enriching the views of Roman‐Augusto et al (2022), Roy et al (2018), and V. M. Sharma and Klein (2020). In addition, the results for H6 indicate that customer satisfaction can promote sustainable CE, which is consistent with many previous researches (Papista et al, 2018; Petzer & Van Tonder, 2019; Q. L. Wang et al, 2020).…”

“…In the context of sustainable consumption, when customers perceive green value, they exhibit more CE behaviors toward green brands (Ullah et al, 2021). Specifically, they are willing to pay additional fees for green products (de Medeiros et al, 2016), help enterprises improve their products or services (Roy et al, 2018), actively provide feedback to enterprises (J. Lin et al, 2017), recommend and purchasing behaviors (Roman‐Augusto et al, 2022), encourage customers to spread positive word of mouth (Y.‐S. Chen, 2013), and participate in green initiative advocacy behaviors (Koller et al, 2011).…”

“…Specifically, they are willing to pay additional fees for green products(de Medeiros et al, 2016), help enterprises improve their products or services(Roy et al, 2018), actively provide feedback to enterprises (J Lin et al, 2017),. recommend and purchasing behaviors(Roman-Augusto et al, 2022), encourage customers to spread positive word of mouth (Y.-S Chen, 2013),. and participate in green initia-…”

Impact of green factors on undergraduate students’ green behavioral intentions: A hybrid two-stage modeling approach

“… Major paper titles Authors (year) and context Variables Intention toward buying green products [ 36 ] (India) Price sensitivity, government green interventions, green product availability, buying intention Knowledge and trust matter for purchase intention [ 34 ] (Pakistan) Environmental knowledge, consumer attitude, green trust, and purchase intention Examining the factors that affect consumers' purchase intention [ 50 ] (Egypt) Purchase intention, attitudes, e-WOM, environmental concern, subjective norms, perceived behavioral control, health consciousness, purchase intention. Green innovation and environmental awareness-driven green purchase [ 51 ] (China) Environmental awareness, green innovation, green product knowledge, environmental concerns, purchase intention Drivers in the process of buying green products [ 52 ] (Peru) Green satisfaction, green trust, green WOM, and green perceived value I buy green products for my benefits or yours [ 35 ] (China) Moral obligations, green self-identity, environmental concern, social pressure, green purchase intention, perceived cost, price sensitivity, social pressure Green purchase intention and behavior [ 53 ] (Philippines) Awareness of environmental degradation's consequences, green purchase intention, green purchase behavior, attitudes, norms, perceived behavioral control, environmental awareness beliefs, green purchase intention, green purchase behavior Green consumption behavior [ 54 ] (China) Pro-environmental awareness, green consumption behavior, consumer perceived cost, policy incentives, and face culture Organic green purchasing [ 55 ] (India) Green skepticism, altruistic and egoistic values, perceived consumer effectiveness, environmental involvement, green purchase intention, green attitude, price sensitivity, and environmental protection emotion ...…”

Perceived Greenwash and Green Trust of Danone-Aqua as B Corporation Certified Company in Indonesia

“…Greenwash can take the form of deceptive claims in advertising, misleading financial reports, acts that mislead authorities, or companies appearing to have maintained their commitments to contribute to the environment to conceal the negative influence they have had on the environment (Ioannou et al, 2022). Consumer trust in promises, performance, and environmentally friendly impacts stated by the company is also known as green trust (Y. S. Chen & Chang, 2012;Román-Augusto et al, 2022). Due to the widespread practice of greenwashing by companies in their marketing strategies in recent years, consumers find it difficult to distinguish between environmentally friendly practices that are truly implemented with full commitment and have a real impact and companies that only make promises but do not truly care about environmental damage (Y.-S. Chen & Chang, 2013).…”