Green Trust and Intent to Repurchase Green Products: A Path Model Analysis Among Consumers in Mashhad

Document Type : Original Article

Authors

1 Master of Management, Kavian Institute of Higher Education, Mashhad, Iran

2 Assistant Professor, Department of Management, Attar Institute of Higher Education, Mashhad, Iran

Abstract

Introduction
The rapid increase in population and its connection with environmental problems have caused severe environmental crises in the world. So that problems and issues related to the environment are one of the most important human concerns in the third millennium. In addition, inappropriate human environmental behavior has led to many of these problems. In fact, in creating issues and problems related to the environment, man and his choices at the time of purchase have played a very effective role, so that man, as the most important consumer, can play a role in the environment by buying green products. be useful The consequences of environmental crises lead to accidents and dangers such as the destruction of untouched and pristine ecosystems, the rise of the earth's temperature, the changes related to weather and climate, the reduction of fossil fuel resources and air pollution. Having favorable customer buying behavior is essential to survive and compete in an environmentally friendly market. Customers will continue to buy and consume green products when the product and service offered are in line with increasing customer trust, which can be achieved by meeting customers' expectations of quality, attractiveness, etc. Recent studies on green products show that customer trust is an important aspect to encourage customers to choose a product and also influence their future behavior. By observing the use and importance of green products in the health and survival of the environment and the impact it has on reducing the risk of destruction of the ecosystem, people get the satisfaction of choosing it. Therefore, this research was carried out with the innovation of integrating two models of green trust and the intention to repurchase green, with the aim of analyzing the path of the model of green trust and the desire to repurchase green products among the users of green products in Mashhad.
 
Materials and methods
The current research is applied in terms of purpose and descriptive-survey in terms of data collection. The statistical population of this research is all users of green products in Mashhad. The sample size was determined using a non-random method available to 402 people. The tool of data collection in this research is the standard questionnaire of Suhartanto et al. (2021) which was used to check the reliability of the questionnaire using Cronbach's alpha coefficient. Green 0.851, Green repurchase intention 0.916, Green perceived quality 0.815, Green satisfaction 0.885, Green perceived risk 0.836 confirms the reliability of the questionnaire. Also, the validity of the questionnaire was done using confirmatory factor analysis, and the obtained values ​​indicated the validity of the questionnaire. In addition, divergent validity was also confirmed, and data analysis was done by structural equation method using SPSS and Smart Pls software.
 
Findings
Based on the obtained results, 66.2% of the changes in "green repurchase intention" are explained by "green satisfaction" and "green trust". 47.6% of "green trust" changes are explained by "green satisfaction". 61.5% of the changes in "green satisfaction" are expressed through "perceived green risk", "perceived green value" and "perceived green quality". 62.7% of changes in "perceived green value" and 19.7% of changes in "perceived green risk" are explained through "perceived green quality".
 
Discussion and conclusion
The current research was conducted with the aim of analyzing the path of the green trust model and the willingness to buy green again among the users of green products in Mashhad, and the results obtained from the research hypotheses show that the perceived quality of green directly, and indirectly It has a significant effect on green repurchase intention. These results show the importance and necessity of paying attention to the quality and value of the green brand, which plays a significant role in the intention to buy green with the growth and expansion of green trust. The more the customer gets to know the higher quality of the product, the more the value of the product and the credibility in his mind, the more valuable this product becomes. Since the perceived quality has a direct and significant effect on the perceived value, that is, as the customer's perception of the product increases, and he knows more about these green products, in fact, the value and mental status of that product also increases and grows in his mind. Therefore, companies producing green products should try to increase the perceived value of their products by increasing the quality of their products. For this reason, adopting strategic measures in order to increase branding of green products and competition with other brands will lead to increasing the position of green products among consumers. This issue affects the customer's thoughts in a way of satisfaction. This means that whenever a product changes its quality and quality position in the mind of the consumer and the feeling that it has towards itself in the heart and senses. Consumer created. If the ideas and associations created by the quality of the green product in the customer's mind are based on the customer's needs and expectations, it will attract the customer's attention and finally awaken the customer's sense of satisfaction. Therefore, it is recommended that by increasing the quality of the green product and respecting the principles and mental assumptions of the customer about that product, they will create a sense of trust and belief in the product for the customer. In fact, by implementing programs and conferences to introduce customers and visit the production process of quality green products, it will provide a positive attitude and satisfaction.

Keywords

Main Subjects


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