Enhance green purchase intentions

Purpose The purpose of this study is to develop an original framework to explore the influences of green perceived value and green perceived risk on green purchase intentions and to discuss the mediation role of green trust. Design/methodology/approach This study applies four original concepts – green perceived value, green perceived risk, green trust, and green purchase intentions – to develop an integral model to enhance green purchase intentions. In addition, this research employs an empirical study by means of the questionnaire survey method to verify the hypotheses and to explore its managerial implications. Structural equation modeling (SEM) is applied to verify the research framework. Findings The…