A rising trend in eco-friendly products: A health-conscious approach to green buying

This study aims to develop and test the hypothesis of the relationship between green perceived value, green perceived risk, green trust, and green purchase intentions especially the moderator effect of gender on relationship of green trust and green intention to clarify their correlation. This study focuses on the interdependence between the four factors mentioned (green perceived value, green perceived risk, green trust, and green purchase intentions) in order to increase green purchase intentions in modern society, which is an important factor to be concerned about in this environmental era. The technique of research applied in this study is nonprobability sampling with snowball sampling method. Structural Equation Modeling (PLS-SEM) was used to test the cause and effect relationships in the research. A survey conducted by 214 respondents who concerned in buying eco-friendly product were asked to fill the questionnaire to analyze the hypothesis. The analyzed results show that the moderator effect of gender on relationship of green trust and green intention, green perceived value has a positive effect on both green trust and green purchase intentions. Then, green perceived risk positively affects green trust but has no impact on green purchase intentions. In comparison, green trust is an important factor that leads to green purchase intentions.