Factors Influencing Green Purchase Intention: A Mediation Moderation Study

Irshad Hussain Sarki, Raheela Haque, Asif Mahmood, Muhammad Noman Yaseen, Muhammad Sufyan Khawar, Asad Qayoom and Saif Ur Rehman
Additional contact information
Irshad Hussain Sarki: NCBA&E, Lahore, Pakistan
Raheela Haque: Sukkur IBA University, Pakistan
Asif Mahmood: COMSATS University Islamabad, Vehari Campus, Vehari, Pakistan
Muhammad Noman Yaseen: COMSATS University Islamabad, Vehari Campus, Vehari, Pakistan
Muhammad Sufyan Khawar: NCBA&E, Lahore, Pakistan
Asad Qayoom: NCBA&E, Lahore, Pakistan
Saif Ur Rehman: COMSATS University Islamabad, Vehari Campus, Vehari, Pakistan

Journal of Policy Research (JPR), 2023, vol. 9, issue 2, 652-664

Abstract: The requirement for green products is continuously growing in the world as well as in the countries of Asia because of the extreme complications about the environment that are associated with the purchase of ordinary products. Therefore, the key factors for the determination of green purchase intention still need to be explored. The purpose of this research is to bridge the gap by investigating the impact of some key factors on the green purchase intention of the customers of green products through the mediating role of perceived value. Furthermore, the study explored the moderating role of social media on the relationship between perceived value and green purchase intention. The purposive sampling method was employed and the data of 218 participants was gathered to test the conceptual model of the study. The outcomes of the research revealed that all the selected key factors like green trust, green packaging, and perceived quality have a positive significant impact on the green purchase intention of green products. Furthermore, the mediating role of the perceived value between the relationship of above mentioned key factors and green purchase intention was also supported by the findings of the research. The outcomes of the study also confirmed the positive significant moderating role of social media between the association of perceived value and green purchase intention. The theory of reasoned action was utilized for the sustenance of the conceptual model of the study. The conclusions of the study have remarkable implications for theory, policy, practice, and the industry. In the end limitations of the study and directions for future researchers are also discussed.

Keywords: Green Trust; Green packaging; Green perceived Quality; Perceived Value; Green Purchase Intention (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://jprpk.com/index.php/jpr/article/view/367/557 (application/pdf)
https://jprpk.com/index.php/jpr/article/view/367 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:rfh:jprjor:v:9:y:2023:i:2:p:652-664

Access Statistics for this article

Journal of Policy Research (JPR) is currently edited by Dr. Muhammad Irfan Chani

More articles in Journal of Policy Research (JPR) from Research Foundation for Humanity (RFH) Contact information at EDIRC.
Bibliographic data for series maintained by Dr. Muhammad Irfan Chani ().