The mediating role of green trust in the effect of green product awareness on purchase intention

The purpose of this research was to investigate whether green trust plays an intermediary role in the impact of green product awareness on consumers' intention to purchase. The universe of the research consisted of consumers living in Çankaya district of Ankara province. In this study, quantitative research method was used, and data were obtained through questionnaires. SPSS software package was used to analyze the data. The total number of questionnaires evaluated and used in data analysis was 406. Frequency analysis, descriptive statistics, correlation analysis, explanatory factor analysis, regression analysis, t-test and ANOVA were applied to the data obtained, and hierarchical regression analysis was performed for the mediator variable. Looking at the results of explanatory factor analysis, green product awareness was found to be four dimensions, purchasing intention and green trust to be one dimension. Green product awareness dimensions were determined as green product promotion activities, environmental concern, environmental information and impact groups. Green product promotion activities dimension consists of 8 items, environmental concern dimension 10 items, environmental knowledge dimension 5 items and impact groups dimension 5 items. Purchase intention consists of 4 items. The green trust dimension consists of 8 items. When the results obtained in the study were examined, there was a significant positive relationship between purchase intention and green product promotion activities, environmental concerns and impact groups dimensions of green product awareness. Similarly, there was a significant moderate positive relationship between green trust and purchase intention. When the mediation effect of green trust was examined, it was revealed that green product promotion activities and impact groups variables, which are the dimensions of green product awareness, played a partial mediating role in the effect on purchasing intention, and that environmental concern and environmental information variables did not play a mediating role in the effect on purchasing intention.