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ABSTRACT
The aim of this study was to explore the factors affecting the intention to purchase PCTG plastic water bottles. It further elaborates on the relationships among perceived value, perceived risk, trust in the quality of the product, and purchase with the concern of protecting the environment. Another focus of this research was to measure the mediating effect of trust on the relation between perceived value and purchase intention and to test whether perceived risk has any moderating effect on the relation between perceived value and purchase intention. Three hundred valid responses from Hong Kong consumers were used to test the mediation-moderation model. The research findings indicated that trust partially mediates the significant relationship of perceived value with purchase intention. The moderating role of perceived risk was also found to have significant effect on the direct effect between perceived value and purchase intentions, indicating that the relationship between the perceived value and purchase intention is stronger under high perceived risk rather than under low perceived risk. Managerial implications and limitations are also discussed.
Keywords: Perceived Value, Perceived Risk, Trust, Purchase Intention, Environmental Concern
INTRODUCTION
In recent years, due to the rising customer concern in sustainable environment, many companies have integrated the concepts of green marketing into all aspects of their routine marketing activities, focusing on developing, differentiating, pricing, and promoting products and services (Chen & Chang, 2013; Ottman, 1992). Indeed, many companies have begun to engage in green marketing activities that trigger and sustain consumers' environmental attitudes and behaviors (Jain & Kaur, 2004). Firms use green marketing strategies to gain various financial benefits through capturing the green opportunities in the market (Chen, 2008). On the other hand, consumers are also eager to purchase more products that are environmental friendly (Kalafatis & Pollard, 1999).
In relation to green marketing, Chen (2010) conducted a study to develop multiple constructs of purchase intention, which are worth exploring and developing. Therefore, this study aimed to develop a framework related to PCTG (PolyCyclohexylendimethylene Terephthalate Glycol) plastic water bottle made from durable and heat resistant materials designed for reusable purpose. The main research question of this study is, "What factors affect the purchase intentions of PCTG plastic water bottle?" The hypothesized model is depicted in Figure 1.
LITERATURE REVIEW...