The Effect of Greenwashing, Green Word of Mouth, Green Trust and Attitude towards Green Products on Green Purchase Intention
Green WOM and Green Purchase intention
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- 2.5 Green Trust and Green Purchase Intention
| 2.4 Green WOM and Green Purchase intention
Customers investigate products ahead of time to reduce perceived risk. People nowadays use the internet to obtain information because it enables real-time customer interactions. According Chan (2015), indicated that viral communications have a significant impact on green purchasing intentions. Keller & Fay (2012) stated that positive Word Of Mouth (WOM) can bring a high level of credibility, so customers are more likely to make green purchase intentions when they know others relating positive information about products. WOM has a direct impact on consumer decision-making because people tend to make decisions by relating to knowledge that decreases the ambiguity of their decision- making (Chan et al., 2014). A study by (Chan et al., 2012) when customers are surrounded by but perplexed by so-called "green products," those with higher green WOM are more likely to gain their trust and perceive their green purchasing intentions. Products with positive green WOM opinions are trusted by consumers and, as a result, influence the purchase intention of other customers. When customers are unsure about green products, they are more likely to trust and purchase those with excellent green WOM (Guerreiro & Pacheco, 2021). Therefore, this study suggests the research hypotheses: Green WOM has a positive impact on Green Purchase Intention (H2) 2.5 Green Trust and Green Purchase Intention According to Chen (2010), green purchase intention is defined as "the likelihood that a consumer would buy a specific product as a result of his or her environmental needs.” To make people more likely to buy green products, companies should invest in their green image 25511 and customer trust (Chen & Chang, 2012). It is because green trust makes people more likely to buy green products because they connect with businesses that are ethical and avoid businesses that aren't. (Leonidou et al., 2012). This statement is also supported by a previous study that found a positive relationship between trust in an online store and consumers' intention to buy from an online store in their empirical study. (Everard & Galletta, 2005; Chen & Chang, 2012; Guerreiro & Pachecho, 2021) Therefore, this study suggests the research hypotheses: Green trust has a positive impact on green purchase intention (H3) tải về 1 Mb. Chia sẻ với bạn bè của bạn:
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