Sustainability 2015, 7(8), 10135-10152; https://doi.org/10.3390/su70810135
The Influence of Environmental Friendliness on Green Trust: The Mediation Effects of Green Satisfaction and Green Perceived Quality
1
Department of Business Administration, National Taipei University, 151 University Rd., San Shia, New Taipei City 237, Taiwan
2
Department of Physical Medicine and Rehabilitation, Shang Ho Hospital, Taipei Medical University, 291 Zhongzheng Rd., Zhonghe District, New Taipei City 235, Taiwan
*
Author to whom correspondence should be addressed.
Academic Editor: Giuseppe Ioppolo
Received: 5 June 2015 / Revised: 14 July 2015 / Accepted: 24 July 2015 / Published: 29 July 2015
(This article belongs to the Section Economic, Business and Management Aspects of Sustainability)
Abstract
As global green trends became more prevalent, green marketing also developed into an important issue. Although prior literature explored the main factors affecting green trust, it was inconclusive as to how environmental friendliness could affect the green trust in green marketing. This study aims to focus on the positive influence of environmental friendliness on green trust, and explore the mediation effects of green satisfaction and green perceived quality. This study undertakes an empirical study by means of questionnaire survey. The respondents are consumers who have experience purchasing green products. This study applies structural equation modeling (SEM) to test the hypotheses. The findings of this study indicate that (1) environmental friendliness has a significant positive impact on green satisfaction, green perceived quality, and green trust; (2) both green satisfaction and green perceived quality positively affect green trust; and (3) green satisfaction and green perceived quality partially mediate the positive relationship between environmental friendliness and green trust. View Full-TextKeywords:
green marketing; environmental friendliness; green trust; green satisfaction; green perceived quality
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Chen, Y.-S.; Lin, C.-Y.; Weng, C.-S. The Influence of Environmental Friendliness on Green Trust: The Mediation Effects of Green Satisfaction and Green Perceived Quality. Sustainability 2015, 7, 10135-10152.
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