The literature is not conclusive on how purchase intentions can be developed and
sustained in an integrated framework under the context of environmental thinking.
Thus, this study provides an approach about perceived value and perceived risk to
activate the building process of purchase intentions in the context of environmental
management. This study develops a research framework of green purchase intentions
to further discuss its relationships with green perceived value, green perceived risk,
and green trust. The empirical results show that green perceived value positively
relates to both of green trust and green purchase intentions. In addition, this study
indicates that green perceived risk negatively relates to both of green trust and green
purchase intentions. Furthermore, this study finds out that the relationships between
green purchase intentions and their two determinants – green perceived value and
green perceived risk – are partially mediated by green trust. All hypotheses proposed
in this study are supported. Therefore, investing resources in the increase of green
perceived value and the reduction of green perceived risk is useful to raise green trust
and green purchase intentions.