The Influence of Internal and External Factors on Green Purchase Intentions

Abstract

SUMMARY Reviewing the past research on green purchase intentions most scholars' research focused on the internal factors of consumers However there are few papers that discuss external factors affecting consumers’ green purchasing intentions or papers that combine consumers’ internal factors and external factors Therefore this study combines consumers’ internal perception and external environmental impact factors and explore the green trust and environmental concerns as mediation variances to explore how these factors will affect consumers' green purchase intentions In this study a scale of green purchase willingness was established and online questionnaires were distributed A total of 374 valid samples were recovered and structural equations model analysis were used to examine the interrelationships among various research variables The research results are as follows: (1) Green trust has a partial mediation effect on the relationship internal factors (green perceived value/green perceived risk) and green purchase intention (2) Concern of Environment have a partial intermediary effect on external factors (social norms/media influence) and green purchase intentions (3) Green trust has a partial mediation effect on the relationship of media influence and the willingness to buy green

Date of Award	2020
Original language	English
Supervisor	Shu-Hui Chen (Supervisor)