Trust and environmental concern as antecedents of the intention to purchase eco-friendly products: An exploratory study in Ecuador

Abstract

This research explores the relationship between trust, environmental concern, and the intention to purchase eco-friendly products in the Ecuadorian market. The theoretical model is based on the concepts of Green Value, environmental concern, and the mediation effect of green trust. A survey was applied to 430 university students, and it was analyzed by the structural equation models statistical technique. The results indicate that trust and environmental concern achieve positive and significant relationships with purchase intention; and that only functional and conditional values have a significant influence in trust. Therefore, price becomes a key factor to choose eco-friendly products.