Green Product and Green Perceived Value Effect on Purchase Intentions
Article Sidebar
Published:
Jul 30, 2020
Keywords:
Green product, Green perceived value, Green trust, Purchase intentions
Main Article Content
Abstract
This study investigates the influences of green product and green perceived value through the green trust in order to achieve on purchase intentions. In this research, multiple regression analysis is employed to analyze the relationship between these variables. Using simple sampling technique, a total of 350 responses to a survey questionnaire were collected from graduate student in Mahasarakham University.
The results reveal that green product and green perceived value plays a significant and positive effect on green trust. Likewise, green trust explicitly leads to purchase intentions with an explanation power of 37.1% (Adjusted R2 =.371) at a 0.01 level of significance. The study suggests that executives should exploit popular concerns about environmental issues to position their products to obtain competitive advantages. In addition, conclusion and discussion include directions for future research are discussed in the last section of this paper.
Article Details
How to Cite
Inthasang, C., Sinthusiri, N., & Chaisena, Y. (2020). Green Product and Green Perceived Value Effect on Purchase Intentions. WMS Journal of Management, 9(3), 31–41. Retrieved from https://so06.tci-thaijo.org/index.php/wms/article/view/243623
Section
Research Articles-Academic Articles
References
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Chang, H.H. & Chen, S.W. (2008). The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online Information Review, 32(6), 818-841.
Chen, Y. S. (2008). The positive effect of green intellectual capital on competitive
advantages of firms. Journal of Business Ethics. 77(3), 271-286.
Chen, Y.-S. (2011). Green organizational identity: Sources and consequence. Management
Decision, 49(3), 384-404.
Chen, Y.-S., Lai, S.-B. & Wen, C.-T. (2006). The influence of green innovation
performance on corporate advantage in Taiwan. Journal of Business
Ethics, 67(4), 331-339.
Choy, D., & Prizzia, R. (2010). Consumer behaviour and environmental quality in
Hawaii. Management of Environmental Quality: An International Journal, 21(3),
290-298.
Devi Juwaheer, T., Pudaruth, S., & Monique
Emmanuelle Noyaux, M. (2012). Analysing the impact of green marketing strategies on consumer
purchasing patterns in Mauritius. World Journal of Entrepreneurship, Management
and Sustainable Development, 8(1), 36-59.
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships.
Journal of Marketing, 58(2), 1-19.
Ginsberg, J.M. & Bloom, P.N. (2004). Choosing the right green marketing strategy. MIT
Sloan Management Review, 46(1), 79-84.
Hair, Jr.J.F., Babin, B.J., & Anderson, R.E. (2010). Multivariate data analysis: A global
perspective 7th Ed. New Jersey: Pearson Prentice Hall.
Hart, P. & Saunders, C. (1997). Power and trust: Critical factors in the adoption and use of
electronic data interchange.
Organizational Science, 8(1), 1, 23-42.
Inthasang, C., Klinsukhon, S., & Wirunphan, P.
(2019). Green Marketing Influences on customer satisfaction. Srinakarinwirot Business Journal, 10(1), 91-102.
Kardes, F.R., Posavac, S.S. & Cronley, M.L.
(2004). Consumer inference: A review of processes judgment contexts. Journal of Consumer Psychology, 14(3), 230-256.
Kotler, P. & Armstrong, G. (2004). Principles of Marketing. (10th ed.), Pearson-Prentice
Hall, New Jersey.
Kim, C., Zhao, W. & Yang, K.H. (2008). An empirical study on the integrated
framework of e-CRM in online shopping: Evaluating the relationships among perceived value, satisfaction, and trust based on customers’ perspectives. Journal of Electronic Commerce in Organizations, 6(3), 1-19.
Leonidou, L.C., Leonidou, C.N. & Kvasova, O.
(2010). Antecedents and outcomes of
consumer environmentally friendly attitudes and behaviour. Journal of Marketing Management, 26 Nos 13/14, 1319-1344.
Lee, J., Park, D.-H. & Han, I. (2011). The different effects of online consumer on consumer
purchase intention depending on trust in online shopping malls: An advertising
perspective. Internet Research, 21(2), 187-206.
Lin, N.P., Weng, J.C.M. & Hsieh, Y.C. (2003).
Relational bonds and customer’s trust and commitment - a study on the moderating effects of web site usage. Service Industries Journal, 23(3), 103-124.
Meskaran, F, Ismail, Z., & Shanmugam, B. (2013). Online purchase intention: Effects of trust
and security perception. Australian Journal of Basic and Applied Sciences, 7(6), 307-315.
Nathan, C. S., & Mathi, K. M. (2013). A study on purchasers of natural products for
possiblity of green marketing in Trichy and Chennai City. International Journal
of Marketing and Technology, 3(10), 109.
Nisaisuk, N., & Donkwa, K. (2015). Factors affecting green products purchase
behavior of consumers. NRRU Community Research Journal, 9(2),
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Development Board (2017). The 12th
National Economic and Social Development Plan (2017-2021). Bangkok:
Office of the Prime Minister.
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Ottman, J.A. (1992). Green Marketing. NTC Business Books, Chicago, IL.
Patterson, P. & Spreng, R. (1997). Modeling the relationship between perceived value,
satisfaction and repurchase intention in
a business-to- business, service context:
An empirical examination. International Journal of Service Industry
Management, 8(5), 414-34.
Peattie, K. (1992). Green Marketing. Pitman Publishing, London.
Pechyiam, C & Jaroenwanit, P. (2015). Factors related to building green brand equity
of electronic products in Thailand.
Journal of Management Sciences, 32(2),
145-166.
Polonsky, M.J. (1994). An introduction to green marketing. Electronic Green Journal. Vol.
1(2), 1-10.
Porter, M.E. & van der Linde, C. (1995). Green and competitive. Harvard Business
Review, 73(5), 120-134.
Rotter, J.B. (1971). Generalized expectancies for interpersonal Trust. American
Psychologist, 26(5), 443-450.
Rousseau, D.M., Sitkin, S.B., Burt, R.S. &
Camerer, C. (1998). Not so different after
all: A cross-discipline view of trust. Academy of Management Review, 23, 393-404.
Schlosser, A. E. (2003). Experiencing products in the virtual world: The role of goal and
imagery in influencing attitudes versus
purchase intentions. Journal of Consumer
Research, 30(2), 184-198.
Schurr, P.H. & Ozanne, J.L. (1985). Influences on exchange processes: buyers’
preconceptions of a seller’s trustworthiness
and bargaining
toughness. Journal of Consumer
Research, 11(4), 939-953.
Serirat, S. (1997) Consumer Behavior (2nd edition). Bangkok: Dokyai.
Sharma, B, K., Arora, D., & Parmar, S. (2017). Impact of trust and security on purchase
intention with reference to online
purchase through social media. The
Indian Management Researcher, 4(2).
Supotthamjaree, W. & Srinaruewan, P. (2018). Social media advertising via mobile
device to enhance consumer brand engagement, brand loyalty and purchase intention: Literature review. Journal of Management Walailak University, 7(3), 114-130.
Suttiakan, N., Boonruang, A., & Sumransat, T. (2018). Study of trust factors affecting
online pet trading case study of the
PickaPet. National Academic Conference
14th Academic of Chiangrai Rajabhat
University, 224-235.
Steenkamp, J.B.E.M. & Geyskens, I. (2006). How country characteristics affect the perceived value of websites. Journal of Marketing, 70(3), 136-150.
Svensson, G. & Wagner, B. (2012). Business sustainability and E-footprints on Earths
life and ecosystems: Generic models. European Business Review. 24(6), 543-552.
Sweeney, J.C. & Soutar, G.N. (2001). Consumer perceived value: The development of a
multiple item scale. Journal of Retailing,
77(2), 203-220.
Tirakanan, S. (2012) Social Science Research Methodology: Guideline for
Implementation. Bangkok: Chulalongkorn University.
Wells, J., & Valacich, J. (2011). What signal are you sending? How website quality
influences perceptions of product quality
and purchase intentions. MIS Quarterly,
35(2), 373–396.
Yamane, T. (1973). Statistics, an Introductory Analysis, 2nd Ed., New York: Harper and row.
Yamaqupta, N. (2018). Perceived environmental responsibility, intention to purchase green
products and the moderating effect of
peer pressure: Evidence from generation
Y consumers in Southern Thailand. Journal of Management Walailak University, 7, No. Special, 180-189.
Yoonisil, W. (2013). Hieraechical Stepwise Regression. Journal of Research and Curriculum Development, 3(1), 28-38.
Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: A means-end
model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zhuang, W., Cumiskey, K.J., Xiao, Q. & Alford,
B.L. (2010). The impact of perceived
value on behavior intention: An empirical
study. Journal of Global Business
Management, 6(2), 1-7.
Wael, Amman, Jordan.
Bang-thamai, N., & Nuanchan, C. (2009). The attitude and behavior of using green product of undergraduate students in Bangkok. Chulalongkorn Business Review, 31(1-2), 56-71.
Bolton, R.N. & Drew, J.H. (1991). A multistage model of consumers’ assessment of service quality and value. Journal of Consumer Research, 17(4), 375-384.
Chang, H.H. & Chen, S.W. (2008). The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online Information Review, 32(6), 818-841.
Chen, Y. S. (2008). The positive effect of green intellectual capital on competitive
advantages of firms. Journal of Business Ethics. 77(3), 271-286.
Chen, Y.-S. (2011). Green organizational identity: Sources and consequence. Management
Decision, 49(3), 384-404.
Chen, Y.-S., Lai, S.-B. & Wen, C.-T. (2006). The influence of green innovation
performance on corporate advantage in Taiwan. Journal of Business
Ethics, 67(4), 331-339.
Choy, D., & Prizzia, R. (2010). Consumer behaviour and environmental quality in
Hawaii. Management of Environmental Quality: An International Journal, 21(3),
290-298.
Devi Juwaheer, T., Pudaruth, S., & Monique
Emmanuelle Noyaux, M. (2012). Analysing the impact of green marketing strategies on consumer
purchasing patterns in Mauritius. World Journal of Entrepreneurship, Management
and Sustainable Development, 8(1), 36-59.
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships.
Journal of Marketing, 58(2), 1-19.
Ginsberg, J.M. & Bloom, P.N. (2004). Choosing the right green marketing strategy. MIT
Sloan Management Review, 46(1), 79-84.
Hair, Jr.J.F., Babin, B.J., & Anderson, R.E. (2010). Multivariate data analysis: A global
perspective 7th Ed. New Jersey: Pearson Prentice Hall.
Hart, P. & Saunders, C. (1997). Power and trust: Critical factors in the adoption and use of
electronic data interchange.
Organizational Science, 8(1), 1, 23-42.
Inthasang, C., Klinsukhon, S., & Wirunphan, P.
(2019). Green Marketing Influences on customer satisfaction. Srinakarinwirot Business Journal, 10(1), 91-102.
Kardes, F.R., Posavac, S.S. & Cronley, M.L.
(2004). Consumer inference: A review of processes judgment contexts. Journal of Consumer Psychology, 14(3), 230-256.
Kotler, P. & Armstrong, G. (2004). Principles of Marketing. (10th ed.), Pearson-Prentice
Hall, New Jersey.
Kim, C., Zhao, W. & Yang, K.H. (2008). An empirical study on the integrated
framework of e-CRM in online shopping: Evaluating the relationships among perceived value, satisfaction, and trust based on customers’ perspectives. Journal of Electronic Commerce in Organizations, 6(3), 1-19.
Leonidou, L.C., Leonidou, C.N. & Kvasova, O.
(2010). Antecedents and outcomes of
consumer environmentally friendly attitudes and behaviour. Journal of Marketing Management, 26 Nos 13/14, 1319-1344.
Lee, J., Park, D.-H. & Han, I. (2011). The different effects of online consumer on consumer
purchase intention depending on trust in online shopping malls: An advertising
perspective. Internet Research, 21(2), 187-206.
Lin, N.P., Weng, J.C.M. & Hsieh, Y.C. (2003).
Relational bonds and customer’s trust and commitment - a study on the moderating effects of web site usage. Service Industries Journal, 23(3), 103-124.
Meskaran, F, Ismail, Z., & Shanmugam, B. (2013). Online purchase intention: Effects of trust
and security perception. Australian Journal of Basic and Applied Sciences, 7(6), 307-315.
Nathan, C. S., & Mathi, K. M. (2013). A study on purchasers of natural products for
possiblity of green marketing in Trichy and Chennai City. International Journal
of Marketing and Technology, 3(10), 109.
Nisaisuk, N., & Donkwa, K. (2015). Factors affecting green products purchase
behavior of consumers. NRRU Community Research Journal, 9(2),
57-67.
Office of the National Economic and Social
Development Board (2017). The 12th
National Economic and Social Development Plan (2017-2021). Bangkok:
Office of the Prime Minister.
Osborne, J. W., & Waters, E. (2002). Multiple Regression Assumptions. ERIC Digest.
Ottman, J.A. (1992). Green Marketing. NTC Business Books, Chicago, IL.
Patterson, P. & Spreng, R. (1997). Modeling the relationship between perceived value,
satisfaction and repurchase intention in
a business-to- business, service context:
An empirical examination. International Journal of Service Industry
Management, 8(5), 414-34.
Peattie, K. (1992). Green Marketing. Pitman Publishing, London.
Pechyiam, C & Jaroenwanit, P. (2015). Factors related to building green brand equity
of electronic products in Thailand.
Journal of Management Sciences, 32(2),
145-166.
Polonsky, M.J. (1994). An introduction to green marketing. Electronic Green Journal. Vol.
1(2), 1-10.
Porter, M.E. & van der Linde, C. (1995). Green and competitive. Harvard Business
Review, 73(5), 120-134.
Rotter, J.B. (1971). Generalized expectancies for interpersonal Trust. American
Psychologist, 26(5), 443-450.
Rousseau, D.M., Sitkin, S.B., Burt, R.S. &
Camerer, C. (1998). Not so different after
all: A cross-discipline view of trust. Academy of Management Review, 23, 393-404.
Schlosser, A. E. (2003). Experiencing products in the virtual world: The role of goal and
imagery in influencing attitudes versus
purchase intentions. Journal of Consumer
Research, 30(2), 184-198.
Schurr, P.H. & Ozanne, J.L. (1985). Influences on exchange processes: buyers’
preconceptions of a seller’s trustworthiness
and bargaining
toughness. Journal of Consumer
Research, 11(4), 939-953.
Serirat, S. (1997) Consumer Behavior (2nd edition). Bangkok: Dokyai.
Sharma, B, K., Arora, D., & Parmar, S. (2017). Impact of trust and security on purchase
intention with reference to online
purchase through social media. The
Indian Management Researcher, 4(2).
Supotthamjaree, W. & Srinaruewan, P. (2018). Social media advertising via mobile
device to enhance consumer brand engagement, brand loyalty and purchase intention: Literature review. Journal of Management Walailak University, 7(3), 114-130.
Suttiakan, N., Boonruang, A., & Sumransat, T. (2018). Study of trust factors affecting
online pet trading case study of the
PickaPet. National Academic Conference
14th Academic of Chiangrai Rajabhat
University, 224-235.
Steenkamp, J.B.E.M. & Geyskens, I. (2006). How country characteristics affect the perceived value of websites. Journal of Marketing, 70(3), 136-150.
Svensson, G. & Wagner, B. (2012). Business sustainability and E-footprints on Earths
life and ecosystems: Generic models. European Business Review. 24(6), 543-552.
Sweeney, J.C. & Soutar, G.N. (2001). Consumer perceived value: The development of a
multiple item scale. Journal of Retailing,
77(2), 203-220.
Tirakanan, S. (2012) Social Science Research Methodology: Guideline for
Implementation. Bangkok: Chulalongkorn University.
Wells, J., & Valacich, J. (2011). What signal are you sending? How website quality
influences perceptions of product quality
and purchase intentions. MIS Quarterly,
35(2), 373–396.
Yamane, T. (1973). Statistics, an Introductory Analysis, 2nd Ed., New York: Harper and row.
Yamaqupta, N. (2018). Perceived environmental responsibility, intention to purchase green
products and the moderating effect of
peer pressure: Evidence from generation
Y consumers in Southern Thailand. Journal of Management Walailak University, 7, No. Special, 180-189.
Yoonisil, W. (2013). Hieraechical Stepwise Regression. Journal of Research and Curriculum Development, 3(1), 28-38.
Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: A means-end
model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zhuang, W., Cumiskey, K.J., Xiao, Q. & Alford,
B.L. (2010). The impact of perceived
value on behavior intention: An empirical
study. Journal of Global Business
Management, 6(2), 1-7.