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The purpose of this study is to develop a theoretical framework to explore the influence of green packaging on green purchase intention in the context of online-to-offline (O2O) commerce and to discuss the indirect effects of perceived value, perceived risk and green satisfaction.

To cast light on the factors affecting consumers’ intention to purchase in the context of O2O commerce, 295 valid questionnaire responses of O2O consumers in China were collected via an online survey. Data analysis was performed based on structural equation modeling.

The empirical results indicated that green packaging significantly affects consumers’ green purchase intention in the O2O commerce context indirectly through perceived value, perceived risk and green satisfaction. Moreover, green loyalty positively and significantly moderates the effects of perceived value, perceived risk and green satisfaction on green purchase intention.

Research on product packaging has mainly focused on investigating packaging materials, designs, functions and applications but has rarely examined how product packaging affects consumers’ purchase intention in the context of O2O commerce. Moreover, although previous studies have explored the roles of perceived value and perceived risk on purchase intention, they have not investigated the effects of environmental concerns and commerce context. This study attempts to fill these research gaps.

The purpose of this study is to elucidate how green value influences potential green hotel customers’ propensity to choose green. Studies on green hotels emphasized environmental and financial benefits that conventional hotels do not provide to society or the companies. However, these benefits may not be the ones that resonate best with its potential customers. Besides, given the characteristics of green products, it is also important to point out how customers perceive green-related costs.

A pilot test was conducted in three universities and then an anonymous questionnaire was randomly administered to Korean passengers at the Incheon International Airport. Exploratory factor analysis and structural equation modeling were the primary methods of data analysis.

Four dimensions for perceived green benefits and three dimensions for perceived green costs emerged: functional, emotional, social and epistemic benefits; and monetary, explicit and implicit costs. Environmental concern influenced perceived green benefits positively and perceived green costs negatively, while its relationship with purchase intention was insignificant. Perceived green benefits was not a significant predictor of purchase intention, but perceived green costs was, and it partially mediated the effect of environmental concern on purchase intention. Functional and emotional benefits as well as monetary and explicit costs were significantly associated with purchase intention.

This study has only investigated customer perceived value of a green hotel stay in the pre-purchase stage, and hotel brand level was not taken into consideration. Besides, convenience sampling of Korean respondents only may limit the generalizability of the research findings.

Research findings help to explain the inconsistency between eco-friendly attitude and green purchase intentions. Managers may understand the importance of developing customers’ green awareness and how to market the green value to them.

Few researches have focused on the role of customer perceived value in explaining true behavioral change of green hotel guests. The current study may be the first attempt to incorporate the social exchange theory into the conceptual model, and extend the knowledge of perceived value in this specific green context by not only emphasizing multi-dimensional perceived green benefits and perceived green costs but also incorporating a situational factor of environmental concern.

The purpose of this study is to develop an original framework to explore the influences of green perceived value and green perceived risk on green purchase intentions and to discuss the mediation role of green trust.

This study applies four original concepts – green perceived value, green perceived risk, green trust, and green purchase intentions – to develop an integral model to enhance green purchase intentions. In addition, this research employs an empirical study by means of the questionnaire survey method to verify the hypotheses and to explore its managerial implications. Structural equation modeling (SEM) is applied to verify the research framework.

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.

This study summarizes the literature on green marketing and relationship marketing into a new managerial framework of green purchase intentions. It utilizes four novel constructs – green perceived value, green perceived risk, green trust, and green purchase intentions – to develop an original research framework to enhance green purchase intentions. Although past research has highlighted the relevant issues about purchase intentions, none explores it about green management. Therefore, this paper develops the research framework of green purchase intentions to fill the research gap.

The purpose of this study is to explore the relationships among consumers’ environmental value, low-carbon knowledge, perceived value of green hotels and behavioral intention to stay in green hotels as well as willingness to cooperate with green hotels’ environmentally friendly practices.

Structural equation modeling and indirect effect estimation through bootstrapping technique were performed using 415 valid questionnaires collected from customers who had green hotel stay experiences in Taiwan.

The analytical results indicate that environmental value and low-carbon knowledge positively affect perceived value of green hotels, which in turn positively affect consumers’ behavioral intention to stay in green hotels and willingness to cooperate with green hotels’ environmentally friendly practices. Perceived value of green hotels also partially mediates the effects of environmental value and low-carbon knowledge on two behavioral intention variables.

This study provides numerous valuable implications for green hotel operators to develop effective strategies to increase consumers’ perceived value of green hotels and their behavioral intention toward green hotels.

This study is among the first to test not only the main effects of environmental value and knowledge on consumer perceptions of the value of green hotels, but also the mediating effect of consumers’ perceived value of green hotels for the relationships between environmental value, environmental knowledge and two behavioral intentions toward green hotels.

In the light of the UN’s Sustainable Development Goals, it is imperative for firms to adopt green practices. Green marketing is currently attracting the attention of people all over the world due to the growing awareness of the link between environmental catastrophes and unsustainable human activities. However, some aspects of green marketing, including green product experience, trust, satisfaction and loyalty, remain underexplored. This study aims to assess how green product experience and trust in green labelling influence perceived value, satisfaction and loyalty towards green products.

Partial least squares-structural equation modelling was used to analyse data collected from a survey of 578 consumers in Ghana.

The results indicate that consumers’ green product experience influences their green product satisfaction, perceived value and loyalty; and that consumers’ trust in green labelling influenced their green product satisfaction and perceived value.

This study contributes to the literature by providing useful insights into green product experience, trust in green labelling, green satisfaction and loyalty. The findings can assist brand and marketing managers in devising communication strategies that will generate the most beneficial perceived values of green products among targeted customers.

The study is among a few to examine the influence of green product experience and trust on perceived value, satisfaction and loyalty towards green products, particularly in the context of a developing economy.

Based on the knowledge-attitude-behavior model, this study is aimed at investigating the influential mechanism underlying the purchase of green clothing by dividing this clothing category into green home-in wear and home-out wear within the context of green consumption. The mediating effects of perceived greenwashing (PG), perceived value (PV) and expected moral benefit (EMB) and the moderating effect of green clothing type (GCT) were examined.

The data for this study were collected from 366 valid samples through a between-subject design survey administered in China. Moderation analysis and mediation analysis using SPSS/PROCESS macro were applied to test the proposed hypotheses.

The results indicate that consumers' level of environmental knowledge (EKL) not only has a direct effect on purchase intention (PI) but also has an indirect effect through perceived value and expected moral benefit. However, perceived greenwashing did not play a mediating role in this relationship.

The study's findings show a moderating effect of green clothing type (green home-in wear vs green home-out wear). That is, compared to green home-out wear, the relationship between expected moral benefit and perceived greenwashing for green home-in wear had a weaker negative effect on purchase intentions.

Given the controversial nature of the effectiveness of loyalty programs (LPs), this paper examines the effect of a new type of LP, namely green LPs, on consumers' perceived value of LPs. Specifically, the authors identify three types of green LP design and test their impact on perceived value.

An experimental protocol involving 1,016 shoppers was adopted in order to analyze the three types of green LPs identified in the literature.

Supported by social exchange theory (SET), the results show that a green LP can influence the perceived value of LPs. Such programs can drive psychological value in addition to the economic value linked only to monetary incentives. LPs rewarding sustainable behavior appear to be the most significant generators of value.

Since corporate social responsibility (CSR) is now critical to a company's success, this study investigates how firms can integrate it in order to improve the effectiveness of their LP design.

This paper aims to examine the effect of price promotion presentation formats on consumers’ green purchase intentions across various levels of greenness. Despite the increasing awareness of environmental issues and green products among consumers, there is a gap between their green attitude and purchase intentions. Previous studies show that consumers’ degree of greenness varies and that price plays an important role in their green consumption decision-making.

Two between-subject experiments with 236 participants were used to examine our hypotheses and conceptual model.

The results show that different formats of price promotion presentations influence consumers’ purchase perceptions differently. Consumers with a high degree of greenness are attracted to promotions emphasizing gain, while those with a low degree of greenness prefer promotions underlining reduced loss. In addition, medium-greenness consumers show similar reactions to both formats. Our studies further demonstrate that consumers’ perceived value mediates the moderated effects of perceived quality and perceived savings on green purchase intentions.

This research helps marketers better design price promotions, taking into account the various levels of consumers’ greenness. The focus of reduced loss or gain of the promotional programs should be targeted at consumers with different levels of greenness.

This is the first paper to examine the role of price promotion presentation formats in consumer decision-making regarding green consumption. The study provides new insights concerning how to design price promotions to enhance the green purchase intentions of consumers.

This study investigated whether there are differences in the effects of green traditional media communication (GTMC) and green social media communication on consumers' intention to cocreate green value (ICGV) in post-COVID-19 China. The authors further tested the chain mediating role of cocreation efficacy and cocreation outcome expectation and the moderating role of perceived CSR image.

Using a survey, we collected a dataset of 683 consumers through stratified random sampling in main shopping malls in four Chinese cities. Structural equation modeling (SEM) was used to test the conceptual framework and hypotheses, and bootstrapping was used to estimate the mediated standardized regression coefficients. Multiple linear regression analysis was used to test the moderating effect.

GTMC, firm-created content (FCC), and user-generated content (UGC) all had positive effects on ICGV. Cocreation efficacy and cocreation outcome expectation had a chain mediation effect in GTMC and ICGV, UGC, and ICGV. Perceived CSR image positively moderated the effects of both GTMC and FCC on ICGV. However, perceived CSR image did not significantly moderate the relationship between UGC and ICGV.

This study contributes to our understanding of the effect of green media communication on consumers' ICGV in post-COVID-19 China. It also develops the concepts of cocreation efficacy and cocreation outcome expectation. Moreover, analyzing the chain mediating role of cocreation efficacy and cocreation outcome expectation in green media communication and ICGV extends social cognitive theory to the context of green value cocreation. Finally, examining the moderating role of perceived CSR image provides a basis for understanding the boundary conditions of green media communication's effect on ICGV.

This study aims to apply legitimacy theory and self-identity theory to the online food delivery (OFD) app service and then to investigate the impact of green brand legitimacy and biospheric value orientation perceived by customers on eco-friendly behavior.

This study focuses on the mediating role of trust in green brands and its perceived benefits (including psychological and environmental benefits). This study involved an online survey of 445 customers who had experienced using OFD services in the past six months.

The platform's green brand legitimacy and consumer perceived biospheric value orientation positively impact trust in green brands. Trust in green products and services significantly affects customers' perceived benefits and has a positive impact on eco-friendly service using behavior. Mediating effect analysis indicated that brand legitimacy and biospheric value have a positive indirect influence on the psychological benefits of supporting green activities and utilitarian environmental benefits.

The convenience sampling method is used, and its purely quantitative nature may limit the generalization of the research results.

The OFD platform should encourage online catering retailers to use more eco-friendly packages for packaging food and minimize the provision of disposable tableware. The platform manager can provide consumers with knowledge and information on lowering related environmental pollution sources when ordering food.

This study innovatively introduces brand legitimacy into the green consumption literature. This is an essential expansion of the content of brand legitimacy and a supplement for the research field of eco-friendly behavior.