The relationship between green perceived quality and green purchase intention: a three-path mediation approach using green satisfaction and green trust

The present study integrates the extended theory of planned behaviour (TPB) model and stimulus-organism-response (S-O-R) framework to test the serial mediation effect of green satisfaction and green trust between green perceived quality and green purchase intention. Data was collected, from professionals in the field of information technology (IT) who use green energy efficient products, using a structured questionnaire. The questionnaire was circulated among 540 members of the target population and 469 usable responses were obtained. The results of partial least square structural equation modelling (PLS-SEM) showed that green satisfaction and green trust serially mediate the relationship between green perceived quality and green purchase intentions. The implications, limitations and scope for future work are discussed in the present paper.