Investigating the Effect of Environmental Values on Green Product Purchase Intention with the Mediating Role of Environmental Concerns and the Moderating Role of Green Trust (Case Study: Green Food Consumers in Tabriz)

Document Type : Research Paper

Authors

1 M.Sc. Student of Business Management, Department of Economic and Management, Urmia University, Urmia, Iran.

2 Associate Professor, Department of Economics and Management, Urmia University, Urmia, Iran.

Abstract

Environmental values are one of the key factors influencing consumers' purchase intentions and increasing their desire to buy green products, which is vital for the sustainable development of the environment. This study aimed to investigate the impact of environmental values on the intention to buy green products, mediated by ecological concerns and moderated by green trust (Case study: green food consumers in Tabriz). The statistical population of this study was green food consumers in the city of Tabriz. Due to the unlimited volume of the statistical population, the sample size was estimated to be 384 people based on Cochran's formula. Green food consumers completed questionnaires, and 384 valid questionnaires were collected and analyzed. This research is descriptive-correlational in terms of the research method and employs a field survey for data collection. Data were analyzed using SPSS software (version 25) and the SMART PLS2 software package. The results showed that environmental values have a positive and significant effect on the intention to purchase green products and on environmental concerns. In addition, environmental concerns have a positive and significant effect on the intention to purchase green products. Environmental concerns mediate the relationship between environmental values and the intention to purchase green products. Finally, green trust moderates the relationship between consumers' environmental concerns and their intention to purchase green products.

Keywords

Main Subjects

References

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Journals of Environmental Education and Sustainable Development
Volume 12, Issue 3
2024
Pages 157-173

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