From external green cues to action: how green packaging design, eco-labels and consumer characteristics build trust to drive purchase intention
Huimei Bu, Zekai Zhang, Matthew Tingchi Liu, Yijia TangPurpose
This study aims to examine how green packaging design and eco-labels, as external cues of green products, influence consumers' purchase intentions through green trust, and tests the moderating role of green product knowledge on the effects of green packaging design and eco-labels on green trust, as well as the moderating effect of perceived environmental responsibility on the effect of green trust on purchase intention.
Design/methodology/approach
The model proposed in this study was validated using partial least squares structural equation modeling, with survey data from 388 respondents in the Chinese market.
Findings
Results indicate that green packaging design, eco-labels, and green trust each have a significant positive effect on purchase intention. Green trust mediates the relationships between green packaging design and purchase intention and between eco-labels and purchase intention. Green product knowledge positively moderates the effects of green packaging design and eco-labels on green trust. Perceived environmental responsibility positively moderates the relationship between green trust and purchase intention.
Originality/value
This study incorporates external green-product cues into a green trust mediated model of purchase intention and examines the moderating roles of consumers' green product knowledge and perceived environmental responsibility. The results not only provide meaningful insights into the boundaries of green consumption models but also offer practical recommendations for firms marketing green products.