Nowadays, green products rapidly diffuse from small niche to mass markets. Although a lot ofefforts have been put into making green marketing more effective and efficient, the market shareof green products is still low. Prior research has provided little information on behaviors andattitudes of green consumers to have effects on continuous usage intention of green products.
The purpose of this study is to analyze the effects of socially responsible consumers'characteristics, and attitudes and behaviors toward green products on product trust, consumerloyalty, and purchase intention. We also try to investigate green consumers' characteristics of greenproducts for green marketing through our empirical study.
This study analyzes the causal relationships among socially responsible consumers'characteristics, attitudes and behaviors toward green products, product trust, consumer loyalty,and purchase intention. This research tests the validity of these hypothesized casual effects andthe sub-hypothesized causal relationships. For the purpose, we used the Partial Least Squaresapproach to Structural Equation Modeling (or PLS Path Modeling) for analyzing the causalrelationships. The PLS path modeling has special abilities that make it more appropriate thanother techniques, such as multiple regression and LISREL, when analyzing small sample sizes.
The empirical results of our study using PLS path modeling show that the casual effects insocially responsible consumers' characteristics and attitudes toward green products significantlyexist partially in our hypotheses.