How to Reach Green Word of Mouth through Green Trust, Green Perceived Value and Green Satisfaction

Jose Antonio Román-Augusto, Camila Garrido-Lecca-Vera, Manuel Luis Lodeiros-Zubiria () and Martin Mauricio-Andia
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Jose Antonio Román-Augusto: Communications Faculty, Universidad Peruana de Ciencias Aplicadas (UPC), Lima 15023, Peru
Camila Garrido-Lecca-Vera: Communications Faculty, Universidad Peruana de Ciencias Aplicadas (UPC), Lima 15023, Peru
Manuel Luis Lodeiros-Zubiria: Communications Faculty, Universidad Peruana de Ciencias Aplicadas (UPC), Lima 15023, Peru
Martin Mauricio-Andia: Communications Faculty, Universidad Peruana de Ciencias Aplicadas (UPC), Lima 15023, Peru

Data, 2023, vol. 8, issue 2, 1-8

Abstract: The production and consumption of green food products have become hot topics in marketing. Companies are implementing marketing strategies such as green perceived value, green trust, and green satisfaction to guarantee green word of mouth. An online questionnaire distributed through social media was used to collect the data. The sample consists of 297 people. The 297 responses were coded and analysed with the Software Smart-PLS. The data described include the sample sociodemographic profile, the descriptive analysis of all items, the reliability and validity of the measures of the reflective model and the evaluation of the results of the structural model. Four hypotheses included in the PLS-SEM proposed were validated for a p -value of 0.001. The results confirmed the influence of green perceived value on green trust and green satisfaction. Moreover, the results highlight that green satisfaction and green trust influence green word of mouth.

Keywords: green products; green perceived value; green trust; green satisfaction; green word of mouth (search for similar items in EconPapers)
JEL-codes: C8 C80 C81 C82 C83 (search for similar items in EconPapers)
Date: 2023
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