Title: The relationship between green perceived quality and green purchase intention: a three-path mediation approach using green satisfaction and green trust

Authors: Mathew Thomas Gil; Jayanth Jacob

Addresses: Department of Management Studies, Anna University, Chennai - 600025, India ' Department of Management Studies, Anna University, Chennai - 600025, India

Abstract: The present study integrates the extended theory of planned behaviour (TPB) model and stimulus-organism-response (S-O-R) framework to test the serial mediation effect of green satisfaction and green trust between green perceived quality and green purchase intention. Data was collected, from professionals in the field of information technology (IT) who use green energy efficient products, using a structured questionnaire. The questionnaire was circulated among 540 members of the target population and 469 usable responses were obtained. The results of partial least square structural equation modelling (PLS-SEM) showed that green satisfaction and green trust serially mediate the relationship between green perceived quality and green purchase intentions. The implications, limitations and scope for future work are discussed in the present paper.

Keywords: green marketing; green products; green perceived quality; green purchase intention; green satisfaction; green trust; energy efficient products; extended theory of planned behaviour; E-TPB; stimulus-organism-response; S-O-R.

DOI: 10.1504/IJBIR.2018.089750

International Journal of Business Innovation and Research, 2018 Vol.15 No.3, pp.301 - 319

Received: 09 Mar 2016
Accepted: 23 Jul 2016
Published online: 09 Feb 2018 *

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