How do environmental values impact green product purchase intention? The moderating role of green trust

Environmental values are key factors influencing consumers’ purchase intentions and improving consumers’ willingness to buy green products is crucial for the sustainable development of ecological environments. Based on environmental values and green product trust, the present study classified environmental values into egoistic, altruistic, and biospheric values and discussed the influence mechanisms of environmental values on green product purchase intention. On this basis, the study verified the mediating role of environmental concern and the moderating role of green trust on the relationship between environmental concern and green product purchase intention. The research results revealed that (1) altruistic and biospheric values had a significant positive impact on green product purchase intention, while egoistic values had a negative impact on green product purchase intention; (2) environmental concern had a partial mediating effect on the relationship between environmental values and green product purchase intention; and (3) green trust had a positive moderating effect on the relationship between environmental concern and green product purchase intention. The present study expanded on the existing research on green product purchase intention driven by values, and the conclusions provided theoretical guidance for green marketing by enterprises and the establishment of customers’ trust in the green attributes of products.