The empirical results show that gre

The empirical results show that green perceived value would positively affect green trust
and green purchase intentions, while green perceived risk would negatively influence both of them.
Furthermore, this study demonstrates that the relationships between green purchase intentions and
their two antecedents – green perceived value and green perceived risk – are partially mediated by
green trust. Hence, investing resources to increase green perceived value and to decrease green
perceived risk is helpful to enhance green trust and green purchase intentions.