The Influence of Perceived Value and Perceived Risk on Green Purchase Decision: A Moderated Mediation Effect of Percieved Consumer Effectiveness, Environmental Knowledge and Green Trust

Engineering notes

Key topics: autonomous driving, bev. See the paper for implementation details and experimental results.

Chinese explanation / 中文解读

中文解读待补充：本站会优先为端到端自动驾驶、BEV感知、3D目标检测、轨迹预测、路径规划、LiDAR感知等高价值论文补充中文说明。

Original abstract

Green purchase decision is the choices made by the consumers to buy products or services that are environmentally friendly or have a reduced impact on the environment. The decision to buy or not is affected by many factors. This paper aims to examine the influence of perceived value and perceived risk upon green purchase decision. The study focuses on investigating the moderating effect of perceived consumer effectiveness and environmental knowledge as well as how green trust mediates the relationship between perceived value, perceived risk with green purchase decision. The research is basically descriptive and correlational covering 222 Nepalese consumers using judgmental sampling method. Respondents were consumers having green purchasing history or perspective of green food, beverages or commodities and structured questionnaire survey was used to collect the data. Analysis was carried out using SPSS and Structural Equation Modeling (SEM) was used to examine the relationships among the variables. The findings indicated a significant positive influence of perceived risk on green purchase decision; however, no effect of perceived value was observed. Further, findings revealed no moderating effect of perceived consumer effectiveness and environmental knowledge relationship between perceived value, perceived risk with green purchase decision, but the existence of complementary partial mediation of green trust was observed. The findings suggest that perceived risk while buying the green products have more influence than the value associated with the green products among Nepalese consumers, and indirect effect is transmitted thorough green trust as a mediator. The researchers admit that the study has been carried out only on educated consumers residing in urban areas, limiting the generalization all over Nepal as well as in the contexts of other countries. Use of judgmental sampling procedure has been utilized, limiting representativeness of the sample. Sample size could have been increased and the sconducted in rural areas too to facilitate comparison. Further, the study used self-reported behavior instead of actual behavior of the consumers, which may change with time. Managers interested in sustainable practices of their firms’ products and services can take inferences from the findings that most consumers are guided by the risk associated with the purchase rather than the perceived value. The findings suggest the mediated relationship existing between perceived risk, perceived value with purchase decision through green trust, which will help prepare strategy accordingly in the Nepalese market.

Links and sources

• PDF from original source

Comments