Effect of consumption values on customers’ green purchase intention: a mediating role of green trust

Purpose The purpose of this paper is to explore the effect of consumption values (such as functional value, emotional value and social value) on purchase intention of customers’ regarding green products and to examine the influence of green trust as a mediator. Design/methodology/approach Cross-sectional research design was considered where self-administered questionnaire was employed to collect data from the respondents. Both statistical package for social science (SPSS) and partial least square (PLS) method, a second-generation technique of structural equation modeling (SEM), were used as statistical tools for analyzing the model and for estimating the parameters. Findings Emotional value has paramount influence on green purchase intention whereas the other two dimensions of consumption values have insignificant impact on customers’ green purchase intention.…