Factors Influencing Green Purchase Intention: A Mediation Moderation Study

Abstract

The requirement for green products is continuously growing in the world as well as in the countries of Asia because of the extreme complications about the environment that are associated with the purchase of ordinary products. Therefore, the key factors for the determination of green purchase intention still need to be explored. The purpose of this research is to bridge the gap by investigating the impact of some key factors on the green purchase intention of the customers of green products through the mediating role of perceived value. Furthermore, the study explored the moderating role of social media on the relationship between perceived value and green purchase intention. The purposive sampling method was employed and the data of 218 participants was gathered to test the conceptual model of the study. The outcomes of the research revealed that all the selected key factors like green trust, green packaging, and perceived quality have a positive significant impact on the green purchase intention of green products. Furthermore, the mediating role of the perceived value between the relationship of above mentioned key factors and green purchase intention was also supported by the findings of the research. The outcomes of the study also confirmed the positive significant moderating role of social media between the association of perceived value and green purchase intention. The theory of reasoned action was utilized for the sustenance of the conceptual model of the study. The conclusions of the study have remarkable implications for theory, policy, practice, and the industry. In the end limitations of the study and directions for future researchers are also discussed.