Impact of green trust and green perceived quality on green purchase intentions: a moderation study

The current study explores the role of green trust, green perceived risk and green perceived quality in changing green purchase intention. Environmental awareness plays the role of a moderator here. Analyses of the sample of 306 consumers, taken from different consumers of energy savers in southern Punjab, Pakistan, revealed interesting findings. Green trust, green perceived risk and green perceived quality were found significant in predicting green purchase intention. Further, environmental awareness significantly moderated the relationships between green purchase intentions and its predictors. Previous studies on green purchase intentions have predominantly fixated on simple models at any given time. However, researchers increasingly claim that an elaborate demonstration may provide a better understanding of customers' green purchase intention.