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<p>The sustainability issue has been increasing, and it has become even more critical to comprehend the factors that are behind consumer intentions to buy green products. Although green brand image and perceived risks have been identified as important variables, the interaction of the variables in consumer trust and purchase intentions is not well studied. This research fills this gap by constructing and identifying a model that correlates green brand image (GBI), green perceived risk (GPR) to green purchase intentions (GPI), with green trust (GT) as mediator and consumption values (CV) as moderator. Data were collected from 410 participants, and the model was analyzed using structural equation model (SEM) with SmartPLS 3.3.6. The results demonstrate that GBI has a substantial positive effect. on GPI (<i>R</i> = 0.896), with GT serving as an effective mediator. Similarly, GPR exerts both a significant direct positive effect on GPI (β = 0.496) and an indirect effect through GT (β = 0.198). Conversely, the moderation analysis shows that CV is not a significant moderator between GBI and GT. These results indicate the importance of the brand image and trust in influencing the green purchasing behavior and that perceived risk might strengthen instead of discouraging environmentally responsible decisions. A managerial perspective, the findings emphasize the need to increase sustainable communication to improve the consumer trust. Policymakers should encourage the importance of incentives and awareness campaigns that allow the adoption of green products. in general, This research fits into the body of literature with regard to sustainable consumer behavior and green marketing practices.</p>

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The impact of green brand image and green perceived risk on green trust and green purchase intention: the moderating role consumption values

  • 期刊论文

  • 发表日期：

    2026年4月9日

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  • Bilal Ahmed,
  • Salman Wahab,
  • Muhammad Imran,
  • Muhammad Imran,
  • Nawaz Ali Shah,
  • Shamsher Ali

摘要

The sustainability issue has been increasing, and it has become even more critical to comprehend the factors that are behind consumer intentions to buy green products. Although green brand image and perceived risks have been identified as important variables, the interaction of the variables in consumer trust and purchase intentions is not well studied. This research fills this gap by constructing and identifying a model that correlates green brand image (GBI), green perceived risk (GPR) to green purchase intentions (GPI), with green trust (GT) as mediator and consumption values (CV) as moderator. Data were collected from 410 participants, and the model was analyzed using structural equation model (SEM) with SmartPLS 3.3.6. The results demonstrate that GBI has a substantial positive effect. on GPI (R = 0.896), with GT serving as an effective mediator. Similarly, GPR exerts both a significant direct positive effect on GPI (β = 0.496) and an indirect effect through GT (β = 0.198). Conversely, the moderation analysis shows that CV is not a significant moderator between GBI and GT. These results indicate the importance of the brand image and trust in influencing the green purchasing behavior and that perceived risk might strengthen instead of discouraging environmentally responsible decisions. A managerial perspective, the findings emphasize the need to increase sustainable communication to improve the consumer trust. Policymakers should encourage the importance of incentives and awareness campaigns that allow the adoption of green products. in general, This research fits into the body of literature with regard to sustainable consumer behavior and green marketing practices.