A Study on the Moderating Role of Trust in Determining the Green Purchase Intentions: Empirical Evidence from Indian Automobile Sector

P. Vijaya and Dr.M. Sivakoti Reddy

The present study is intended to understand the relationship between green perceived value, trust, green commitment and green purchase intentions. It is also aimed to understand the customers’ perceptions towards the green marketing in the Indian automobile sector. The researcher deliberated the relationships between proposed variables in the study. More specifically, the moderating role of commitment towards green marketing is tested. There are 250 samples collected from the respondents who recently purchased a car. Hayes (2016) moderation technique is used to analyse the moderating impact of green commitment over green perceived value to green purchase intentions and trust and green purchase intentions.

Volume 11 | Issue 11

Pages: 39-47

DOI: 10.5373/JARDCS/V11I11/20193166