Abstract
Recent years have spotted a major boost in consumers turning to green consumption due
to escalating sustainable development. Following this, how consumption values, green
trust and greenwash affect green purchase intention remain unexplored in emerging
economy. Drawing on the theory of consumption, this research examines the relationship
among consumption values, green trust, and green purchase intention. Furthermore, this
research also assesses the moderating results of greenwash perception on the relationship
between consumption values and green trust in the context of China. Surveys were
collected from 207 Chinese organic food consumers at different shopping marts. This
research applies the structural equation model (SEM) by using Smart PLS 2.0. The study
reveals that functional value (quality and price), and social value have significant effects
on green trust. Green trust proves to be a significant mediator between the consumption
values and green purchase intention. Moreover, greenwash perceptions have a significant
moderating effect on the relationship between consumption values involving functional
value quality and epistemic value, and green trust. This study offers a new insight by
combining green trust and greenwash perceptions with consumption theory
Syed Muhammad Minhal Raza Zaidi, Lai Yifei, Muhammad Yaseen Bhutto, Rizwan Ali, Fahad Alam. (2019) The Influence of Consumption Values on Green Purchase Intention: A Moderated Mediation of Greenwash Perceptions and Green Trust, Pakistan Journal of Commerce and Social Sciences, Volume 13, Issue 4.
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