The Influence of Environmental Friendliness on Green Trust: The Mediation Effects of Green Satisfaction and Green Perceived Quality

Sustainability

Yu-Shan Chen¹  Ching-Ying Lin¹  Chia-Sui Weng¹ 

[1] Department of Business Administration, National Taipei University, 151 University Rd., San Shia, New Taipei City 237, Taiwan; E-Mails:

关键词: green marketing;    environmental friendliness;    green trust;    green satisfaction;    green perceived quality;   

DOI  :  10.3390/su70810135

来源: mdpi

【 摘 要 】

As global green trends became more prevalent, green marketing also developed into an important issue. Although prior literature explored the main factors affecting green trust, it was inconclusive as to how environmental friendliness could affect the green trust in green marketing. This study aims to focus on the positive influence of environmental friendliness on green trust, and explore the mediation effects of green satisfaction and green perceived quality. This study undertakes an empirical study by means of questionnaire survey. The respondents are consumers who have experience purchasing green products. This study applies structural equation modeling (SEM) to test the hypotheses. The findings of this study indicate that (1) environmental friendliness has a significant positive impact on green satisfaction, green perceived quality, and green trust; (2) both green satisfaction and green perceived quality positively affect green trust; and (3) green satisfaction and green perceived quality partially mediate the positive relationship between environmental friendliness and green trust.

【 授权许可】

CC BY   
© 2015 by the authors; licensee MDPI, Basel, Switzerland.