Main Article Content
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.
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