How to Reach Green Word of Mouth through Green Trust, Green Perceived Value and Green Satisfaction

• Autores: Román-Augusto, Jose Antonio, Garrido-Lecca-Vera, Camila, Lodeiros-Zubiria, Manuel Luis, Mauricio-Andia, Martin
• Formato: artículo
• Fecha de Publicación: 2023
• Institución: Universidad Peruana de Ciencias Aplicadas
• Repositorio: UPC-Institucional
• Lenguaje: inglés
• OAI Identifier: oai:repositorioacademico.upc.edu.pe:10757/668179
• Enlace del recurso: http://hdl.handle.net/10757/668179
• Nivel de acceso: acceso abierto
• Materia: green perceived value; green products; green satisfaction; green trust; green word of mouth; Green food products; Marketing strategies; Green perceived value; Green trust; Green satisfaction; Green word of mouth; Online questionnaire; Social media; Software Smart-PLS; PLS-SEM model

The production and consumption of green food products have become hot topics in marketing. Companies are implementing marketing strategies such as green perceived value, green trust, and green satisfaction to guarantee green word of mouth. An online questionnaire distributed through social media was used to collect the data. The sample consists of 297 people. The 297 responses were coded and analysed with the Software Smart-PLS. The data described include the sample sociodemographic profile, the descriptive analysis of all items, the reliability and validity of the measures of the reflective model and the evaluation of the results of the structural model. Four hypotheses included in the PLS-SEM proposed were validated for a p-value of 0.001. The results confirmed the influence of green perceived value on green trust and green satisfaction. Moreover, the results highlight that green satisfaction and green trust influence green word of mouth.