This research yields valuable guidance for providers of green products/services, shedding light on the factors that foster trust in their offerings and emphasizing the importance of customized strategies that take into account cultural and socio-demographic variables.
Authors
Sumedha Chauhan, Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India.
Sandeep Goyal, LM Thapar School of Management, Thapar Institute of Engineering and Technology, Patiala, India.
Summary
Increasing demand for goods and services strains environmental sustainability, driving interest in green products. Trust in these products is vital for adoption. Scholars have examined factors affecting green trust, but a comprehensive framework involving cognitive and affective factors as antecedents and behavioral outcomes as consequences is lacking. This study aims to address this gap and introduces cultural and socio-demographic variables as moderators.
Methodology
The study consolidates the outcomes of 79 empirical publications on green trust and conducts a meta-analysis.
Findings
All the cognitive and affective factors and behavioral outcomes are significantly associated with green trust. The moderator analysis provides many valuable insights as it highlights the context dependency of various relationships of green trust.
Research Implications
Using an extensive literature review, this study introduces an integrated framework that clarifies the antecedents and consequences of green trust. This work enriches the existing body of knowledge by investigating the influence of cultural and socio-demographic factors as moderators on these relationships, offering significant insights into the realm of green trust.
Practical Implications
This research yields valuable guidance for providers of green products/services, shedding light on the factors that foster trust in their offerings and emphasizing the importance of customized strategies that take into account cultural and socio-demographic variables.
Originality
This is an original study that contributes to the green trust literature.
Published in: Journal of Consumer Marketing
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