Factors Influencing Green Purchase Intention

Abstract

This research aims to examine whether 1) green perceived value and green perceived risk can influence green trust 2) green perceived value and green perceived risk can influence green purchase intention 3) green trust can influence green purchase intention 4) green trust mediates the effect on green perceived value anda green perceived risk on green purchase intention Sample was selected using convenience sampling method amounted to 150 respondents at Jakarta. Data was processed with structural equation modeling using SmartPLS.3.2.7 program. The results indicate green perceived value and green perceived risk have significant effect to predict green trust and green purchase intention, green trust have significant influence to predict green purchase intention, and green trust partially mediates the effect on green perceived value as well as green perceived risk on green purchase intention.